Dive Brief:
- As part of its wholesale expansion, Bogg, known for its tote bags, is expanding into Target on Dec. 8, according to a press release.
- To coincide with Bogg’s launch into nearly 2,000 Target stores and its website, the two companies will launch an exclusive, limited-edition Bullseye logo tote from Bogg. The mass merchant will also carry the Original tote (priced between $90 and $100) and Bitty bags ($60) in two new colorways — Beach Hydrangea, a Target exclusive, and For Shore White.
- The bags, which are made from EVA, will be housed in the retailer’s outdoor recreation section.
Dive Insight:
Bogg’s partnership with Target builds on the brand’s growing list of wholesale partners. The brand is currently sold through Amazon, Dillard's, Dick’s Sporting Goods, Academy Sports and Outdoors and Bloomingdale’s, among others in the U.S.
"Bogg has become a viral sensation over the years and landing a partnership with an iconic company like Target is a testament to our growth," Kim Vaccarella, CEO and founder of Bogg, said in a statement. "The partnership perfectly aligns with Bogg’s mission of delivering fashionable, functional bags for every lifestyle.”
The deal also comes after Bogg announced earlier this month a partnership with WinCraft by Fanatics to create signature bags representing both NFL and college teams beginning in February.
“We're committed to nurturing our relationships with all our retailers, big and small, offering exclusive styles that resonate with their unique customer bases,” the company said in an email. “With partnerships like those with Fanatics and Target, we're broadening our scope from just a beach and pool bag to a full-fledged lifestyle accessory brand.”
The company, which was founded in 2008, said it would exceed $100 million in revenue in 2024 and is on track to have over $200 million in lifetime sales. Looking ahead, a key priority for the brand is “expanding our retail partnerships to provide exclusive and unique offerings that cater to the collector's spirit in our community. Our goal is not just to maintain our growth but to build on it, enhancing our brand presence both online and in stores, and ensuring that every new product aligns perfectly with our consumers’ high expectations and our brand’s core values,” the company said.
Target has welcomed a number of specialized brands to its stores over the years. In May, Daily Harvest added Target to its growing list of retail chains. Seed Health launched its probiotic products at all Target stores in September, its first foray into a mass retailer. And last year, Fly By Jing, which first struck a wholesale partnership with 400 Target doors in 2021, expanded into 1,200 of its locations.
