Secrid Released a Wallet in 2003. It Didn't do Well.
How a forgotten 2003 redesign became a commercial flop, yet gave the billion-euro brand its name.
Last year i wrote an article about Secrid's first wallet dubbed the Bodycard first released in 1995. It went into details regarding the Bodycard what it was and complied information throughout the years including trying to find as many photos as i could of the wallet. But that's where i thought the search ended - but i was wrong. A facebook post on the 27th of August from Secrid gave light to a another of Secrid's wallet's that i never knew existed and first hit the market in 2003. In fact, this wallet is not only signicant in Secrid developing their brand and core design princpials. This wallet was simple called 'Secrid'. In this article, i'm going once again try and piece together any information i can find on the Secrid 2003 (which is what i'll be calling it hence forth).
The First SECRID by Name
The 2003 Secrid wallet was a transitional cardholder that bridged the gap between the original 1995 Bodycard and the modern Cardprotector, and it was the first product ever to carry the “Secrid” name. According to Secrid’s official 30-year product evolution timeline, this redesigned cardholder featured softer, organic design lines inspired by contemporary mobile phones and included a coin compartment, a feature customers had demanded. Though virtually unknown today, this wallet marks a pivotal moment in the company’s history when a side project gained its iconic brand identity.
A basic mock-up of the 2003 Secrid.
From Bodycard to the “First Secrid” Redesign
After the success of the original Bodycard wallet by secrid (which according to souces sold upwards of 700,000 units), founder and designer René van Geer felt the original design of the Bodycard was somewhat outdated. He noted he Bodycard’s angular “tight contours” appeared dated. “The Nokia 3210 stands out for its soft lines. Suddenly, the Bodycard looks hopelessly old-fashioned with its tight contours.”
The Nokia 3210, with its integrated antenna and organic curves, had become a global phenomenon - 160 million units sold worldwide. Mobile phones were reshaping what people carried in their pockets, and the angular Bodycard suddenly appeared dated. The founders responded by developing a new cardholder with “vloeiende vormen” (flowing shapes) that matched the era’s design aesthetic. And when you really think about it this makes sense, compare the 2003 Secrid Wallet against the Nokia phone and you can clearly see where this inspiration came from.
Clear design similaries between the 2003 Secrid & The Nokia 3310.
Features and Design of the 2003 Secrid
Secrid’s official timeline describes the 2003 product with notable specificity:
- Organic design language: Created as “a response to the organic design of the modern phones of that year, featuring softer, more flowing lines than the boxy Bodycard. It’s funny how design comes in swings and roundabouts. What was fashionable back them in 2003 isn’t whats popular today.
- Coin compartment: Added “due to popular demand” - a functional upgrade that addressed a key customer pain point. The 2003 redesign also addressed a persistent customer request: a coin compartment. Van Geer noted they added “een kleine lade” (a small drawer) for coins due to popular demand. It’s unclear from the few images we have how to coin compartment actually functioned but if its like a tray system i imagine a small plastic compartment would slide outwards from oneside of the wallet. This feature was a significant departure from the card-only original Bodycard, acknowledging that despite the rise of electronic payments, users still needed space for loose change.
- Plastic construction: Like its predecessor, made from plastic rather than the aluminum used in later Cardprotectors. I can’t speak for 2003, but plastic is considered an indictor of poor quality.
- The naming moment: This cardholder “gets a new name: ‘Secrid’” - marking the brand’s official birth.
The logo and branding for the design agency that took president over the 2003 wallet.
Why the 2003 Secrid Failed
Despite the thoughtful redesign, the 2003 Secrid never gained traction. In his SPIRID blog, Van Geer candidly admitted: “Alle moeite lijkt voor niets. Het wordt geen succes en in onze studio verdwijnt dit snel naar de achtergrond.” (All the effort seems for nothing. It wasn’t a success and quickly disappeared into the background in our studio.)
Marianne van Sasse van Ysselt has described the product as “a total flop” in interviews. Several factors likely contributed:
- Distraction from core business: The founders were still running SPIRID as a client-focused design agency, working with major brands like ING, Postbank, KPN, Maxi-Cosi, and Quooker.
- Limited commitment: Unlike the later Cardprotector launch, the 2003 product remained a “side project” rather than a focused brand-building effort, again, focusing mainly on their design business.
- Market timing: The wallet market had yet to embrace the minimalist, security-focused positioning that would later define Secrid’s success. This wouldn’t really happen until the Kickstarter wallet craze of the early 2010s when the likes of Ridge wallet and simular wallets became popular.
Secrid in 2026 with its cardholder+ range.
A Wallet Lost to Time: Did you Own this Wallet?
The 2003 Secrid was simultaneously a commercial failure and a foundational moment. It introduced the brand name that would later become synonymous with innovative wallet design, while its shortcomings taught the founders what they needed to change. The coin compartment feature, added in response to customer demand but inadequate for market success, would eventually inspire accessories like the modern Secrid Coinpocket.
As for me, i’ve yet to get my hands on either of the Bodycard or 2003 secrid. I’ve done my fair share of browsing the web and it just seems like niether wallet, even the bodycard which sold approx 700,000 units, is a lost relic and a wallet that is very likely to come on the market in 2026. But this is my personal plea. If anyone reading this owns either one of these old secrid wallet’s then please get in touch - i’d love to chat.
We also have many articles and reviews of Secrid’s range of wallets. Check out our review of the Secrid Slim Wallet, or our comparison between Secrid and Eskter.