How Bogg Bags, the Crocs of Totes, Won Over America’s Moms
BloombergScan the crowd at any youth soccer or softball tournament in America, and you’re likely to find that many of the moms cheering on their kids have brought along a similar array of gear: folding nylon camp chairs, a rainbow of enormous Stanley insulated cups, collapsible wagons with off-road wheels and a menagerie of boxy, bright tote bags that look to be constructed from the same pliable, perforated plastic as Crocs. If you’ve spent time on the sidelines yourself, you’d likely recognize these totes immediately as Bogg bags. Starting at $70 for the mini version and $90 for the full-size tote, they’re stocked at retailers as varied as Bloomingdale’s and Bass Pro Shops. For a certain type of American woman—busy suburban moms, teachers and health-care workers, in particular—a Bogg tote is suddenly the hottest thing going, catapulting the company from about $3.6 million in sales in 2019 to a projected $100 million this year, according to Bogg.
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