BoomerangIt is a global lost and found return service that works with law enforcement, Good Samaritans, and other fiduciaries, such as hotels, restaurants and airlines, to help return recovered property to its rightful owners worldwide. The company, founded in 2001 and based in San Leandro, California, uses advanced security and database technologies to provide users a simple, effective, and low-cost way to identify and track their belongings.

BoomerangIt began its mission – leveraging technology to provide an asset protection service – with National Bike Registry (NBR®) in 1984. The Internet-based bicycle registration system is now a leader in bike security, having developed relationships with more than 16,000 law enforcement agencies and leading bike manufacturers, and achieving a presence in more than 3,500 retail stores nationwide. BoomerangIt expands on NBR to include anything valuable to its owner and vulnerable to being lost or stolen. That includes everything from keys to luggage to cellular telephones, PDAs, and digital cameras.

With more than one million registered members, BoomerangIt is the leading property protection and recovery service of its kind. BoomerangIt tamper-resistant, serialized labels are sold online (www.boomerangit.com) and at discount, sporting goods, consumer electronics, and travel goods stores. The property registration and reporting services are accessible via the website, where users register items individually by entering the label and serial number and physical description of each item.

BoomerangIt security labels and tags come in many different sizes, shapes and materials, making it easy to label anything. They come with several years of registration in the secure BoomerangIt database or consumers can purchase labels and an annual registration separately. BoomerangIt uses the registration information to match recovered items to their owners and facilitate their return. When someone returns a found item, they receive a reward, which at minimum is free BoomerangIt labels and service.

Eddie Orton is the founder and CEO of BoomerangIt. He is an expert on personal security issues ranging from recovering lost or stolen property to identity theft and privacy issues. He is also founder and chairman of Orton Development Inc. (1985), a California real estate development company. Orton also owns RSM Co., an international trading firm established in 1860. The BoomerangIt board of advisors includes some of the most creative minds in the Bay Area, including Jeff Goodby of Goodby Silverstein Partners, and Tyler Johnson, head of marketing for Dreyer's Ice Cream.

In addition to serving consumers, BoomerangIt empowers new relationships between manufacturers, retailers, consumers and the products they buy and sell. BoomerangIt offers its services to original equipment manufacturers as a product enhancement, enabling them to protect the customer’s goods after the sale and gain greater customer loyalty. Popular consumer brands such as Palm handhelds, Toshiba cameras, Memorex audio/video products, Pioneer car stereos, and luggage and bags from London Fog Luggage and High Sierra have bundled free trial use of BoomerangIt with their products.