Crammed with all the essentials in their bags, moms who stock plenty of water bottles and snacks are creating a Bogg Bag boom as they jostle for the coveted land.
The giant plastic contraption has gone viral online as it holds everything a parent could need for a beach day or after-school pick-up.
On TikTok, where the $90 bag has gained a cult following, moms share their Bogg Bag refill routines — emptying, cleaning and refilling their luggage with essentials — and poking fun at the bag’s sheer volume.
“I absolutely love it,” exclaimed a creator named Krystine in an online video showing off her bright green outfit and explaining that she uses it “all the time.”
“You POV on the Bogg Bag craze and you love it,” another mom wrote on TikTok.
Not only is it made from easy-to-clean EVA, a rubber-like plastic material, but the exterior can be embellished with custom buttons reminiscent of the Croc Jibbitz.
Popularity among mothers and suburban women working in medical or educational professions has boosted sales from roughly $3.6 million in sales in 2019 to a projected $100 million this year, the company told Bloomberg.
It’s ironic, then, that when founder Kim Vaccarella created the Bogg Bag in 2009, the prototype was criticized.
“I was getting all these comments, like, ‘It’s too utilitarian for a woman,'” she told Bloomberg. “But it has to be utilitarian.”
She felt there was a gap in the market for moms who needed a bag that was big enough to hold all the essentials of parents and kids, but was also lightweight, easy to carry. cleaned and to stand upright.
“A trip to the beach with two little boys can be chaotic, so I was always looking for ways to make our outings more organized,” Vaccarella previously told The Post.
“One of the biggest hurdles when packing for the beach was finding a bag that could handle the chaos, a bag that was durable, water-resistant and big enough.”
The company began with bulk orders from local boutiques in New Jersey, and as the bags flew off the shelves, Vaccarella introduced her product to chain retailers.
She even took a financial risk by investing thousands of dollars to order bags in bulk, which she said drained her savings and proved to be a nightmare when the items arrived improperly painted.
The defective products were put in storage until Hurricane Sandy hit, and she donated the bags — which happen to be dirt and water resistant — to agencies that help people get back on their feet.
Those same people, Vaccarella said, later became return customers who recommended the bags to their friends and families.
The Lands became especially popular among “Peloton moms”—a nickname Vaccarella coined in reference to the scores of suburban women in Facebook groups devoted to the home cycling machine—and were spotted by Dillard’s, the retailer the first major selling Bogg. The bag.
Even during the COVID-19 pandemic, the store’s back stocks of the Bogg Bag were wiped out due to rampant demand, selling out immediately with every spare.
Now, the Bogg bag is sold in multiple sizes and dozens of colors—from hot pink to pastel blue—and the company also offers accessories, like water bottle holders, zipper pouches, organizers and, of course, “decorative pieces.”
Customers fill their bags with bows and pearls, others with gems, flowers or their initials, and some proud moms decorate the bag with icons that remind them of their children, such as a baseball, football or jersey number.
While some people have joked that the Bogg bag is just too big — mocking the land online in various skits — it’s likely to remain a mainstay of utilitarian mom fashion if the overwhelming support is any indication.
“I’ve learned so much since our initial launch in 2008, how rejection is part of most business owners’ journey,” Vaccarella previously told The Post, calling it “scary” to launch a business as a mother and entrepreneur. .
“Now, at 54, I can look back and really reflect on everything I’ve learned along the way,” she continued, “and how it’s a story that hopefully many women can relate to, regardless of industry in which they are. or the dreams they have.”
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Image Source : nypost.com