Bogg Bag’s viral popularity isn’t slowing down just yet.
The functional accessories brand founded by chief executive officer Kim Vaccarella is expanding into Target on Sunday, marking its latest retail partnership. The partnership is aiding the brand in hitting $100 million in sales this year alone.
While Vaccarella first launched the brand in 2008, Bogg Bag has seen a rapid increase in popularity since 2020, thanks in part to more customers looking for functionality and durability in their accessories and to the COVID-19 pandemic.
“Over COVID, a phenomenon happened for us,” she said. “Everybody was looking for antimicrobial and washable [accessories]. Hospitals and schools weren’t allowing leather and canvas in. Since we did a lot of wholesale at the time, we were watching the creativity come out of our stores. They were doing Easter baskets using Bogg Bag as the vessel and it just really kind of blossomed from there. People were talking about it on TikTok and that’s when it first went viral.”
Bogg Bag originated as a perforated tote bag made from ethylene-vinyl acetate, a rubber-like, flexible material. The accessory is said to be washable and durable and comes in myriad colors and prints.
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Vaccarella said she came up with the idea originally as a beach bag she could use to take her two young children to the Jersey Shore after struggling with finding an ideal accessory that could be cleaned. She started selling the bag in small quantities and ultimately placed a large order to scale the business.
The CEO said while the functionality and structure of the order was what she had in mind, the design was a lesser quality than what she felt comfortable selling, so she ultimately shelved the products and reassessed how to move forward. When Hurricane Sandy hit in 2012, she decided to use those Bogg Bags to create supply baskets to donate to displaced victims.
Bogg Bag’s original style
Courtesy of Bogg Bag
“Ten months to a year later, all those people who had received those bags started reaching out saying, ‘Where can I get more of these bags? This is the best bag I’ve ever had,’” she said. “That’s when I decided to go back to the drawing board and start again.”
Since then, Vaccarella has expanded Bogg Bag to other handbag styles and offered organizational accessories that work in conjunction with Bogg Bags. Her products are offered at small boutiques across the East Coast, as well as national retailers like Nordstrom, Bloomingdale’s and Dick’s Sporting Goods, among others.
To date, Bogg Bag has sold more than 4 million products across 15,000 stores, Amazon and direct-to-consumer. The brand is on track to earn $100 million in sales this year alone and is projected to hit $200 million in lifetime sales.
“We’ve been compared to Beanie Babies sometimes,” Vaccarella said about the brand’s reception. “It’s kind of amazing and even as the creator of the bag and my love for the bag, I didn’t think that people would necessarily collect as much as they’re collecting. Every time we bring out a new style, they sell out in record time because [customers] want to have the next style, whether it’s a holiday style or whether it’s a cool print or a different color.”
Bogg Bag’s growth is continuing with its Target partnership. The brand is celebrating the milestone by releasing a limited-edition Target Bullseye Bogg Bag and a new exclusive colorway. Bogg Bag will be available at more than 1,900 Target locations and its website.
Going forward, Vaccarella explained she wants to keep expanding the brand’s distribution list carefully and mindfully, specifically continuing her focus on mom and pop shops across the country, and introducing new organizational accessories.
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