This Side Hustle Q&A features Founder Kim Vaccarella Bogg bagwhich offers a “lightweight, durable and washable collection” of baggage and is on track to reach $100 million in revenue this yr, according to the company.
Photo credit: courtesy of Bogg Bag. Kim Vaccarelli.
When you began your small business, did you have a 9-5?
Yes, I spent 26 years in business real estate before turning my full attention to Bogg in 2018.
When did you begin your organization and where did you discover the inspiration to start it?
It looks as if a lifetime ago. The idea got here to me in 2008 and was born out of a practical need to have a higher beach bag. I imagined the perfect mom bag: durable and sturdy, with sides that did not sag, large enough to hold all the pieces we would have liked, and washable at the end of the day. The catalyst was a trip to the Jersey Shore and an unexpected encounter with EVA, which I noticed was the perfect material to create the perfect beach bag.
What were the first steps you took to get the Bogg Bag off the ground? How did you come up with the name “Bogg Bag”?
As a full-time working mom with no handbag experience, launching Bogg Bag was huge. The idea got here to me as a necessity and despite the challenge of entering unknown territory, I used to be determined to give it a try.
Initially, the goal was to patent the Bogg bag concept and sell the idea, avoiding the complexity of production. After facing quite a few rejections, I noticed that the only way to make my vision a reality was to do it myself.
Naming the bag was easier than you think. Thinking about water and frogs and lily pads, I played with words until Bogg stuck. It felt right, signaling a recent starting – Bogg, it’s a recent bag!
You used your kids’s college fund to make that dream a reality. What happened next?
Once our first batch arrived at a small local boutique, they flew off the shelves. At first I wondered if it was just friends and family showing support, but I selected to imagine it was true love for the product. Encouraged, I doubled the amount and ordered 600 more. These sold out too. Feeling brave, I invested my kid’s college savings in over 1,000 pieces. It was an essential moment – unloading a full container in the parking zone of our storage unit under the night sky. But as we unpacked, my heart sank – every piece was marred with black streaks that couldn’t be sold to the high standards I had dreamed of for Bogg.
As I grappled with this setback, the devastation caused by Superstorm Sandy unexpectedly opened the door for us to make significant changes. We found a recent purpose for these imperfect bags. The storm wreaked havoc on our community, so we used the defective bags as emergency kits filled with essential items for those affected by the storm and then distributed them to families in need. It was a heartbreaking experience, but providing help gave recent meaning to our efforts.
At first I assumed this meant the end of Bogg’s journey. However, about a yr later, messages from these recipients appeared on our Facebook page. In addition to saying thanks, they wanted more bags – for themselves, for their family and as gifts. This overwhelming response strengthened my resolve once again. I knew then that Bogg had to come back.
Photo credit: courtesy of Bogg Bag
What additional challenges did you encounter while building your small business and how did you overcome them?
After leaving my everlasting job in 2018, the pressure to succeed on my very own was enormous. Having been accustomed to a regular income for 26 years, the change was daunting. I set myself an ambitious goal: $1 million in sales in 2018. Miraculously, we managed to achieve it. 2019 started off promising until Covid brought the world to a halt. Like everyone else, we found ourselves in uncharted territory, with no manual on how to adapt.
While many brands have turned to online sales – a logical move in such uncertain times – we have chosen the path less traveled. We stayed in close contact with our trading partners, sharing their hardships and looking for ways to support them. The Bogg bag’s unique selling point — its washability — has unexpectedly change into its strength during the pandemic. Hospitals bought them for healthcare employees, schools for teachers, and stores filled them with goods for contactless pickup and delivery as Easter approached.
This approach may not have been the most profitable in the short term, but it was the right one. Maintaining these relationships was more essential than immediate profits. To at the present time, I’m grateful for the support we were able to provide during these difficult times. This feeling is repeated by our partners every time we meet at a fair.
How long did it take for you to achieve stable monthly income? What does total revenue appear to be now?
Already in early 2014 and 2015, we began to see an increase in monthly revenues, although modest, but stable and growing. Fast forward to 2023: we have reached a milestone that once gave the look of a distant dream, surpassing $50 million in revenue. Now, with momentum on our side, we’re ambitiously setting our sights even higher, reaching a milestone goal of $100 million in 2024. This growth is a clear testament not only to the value of our product, but also to the incredible team behind Bogg and the unwavering support from our society. We really have something special.
What gives you the best pleasure in running your individual business?
At first, you might think that what matters in business is the bottom line, i.e. the pursuit of the American dream. But soon it dawns on you – true wealth comes from connections made and shared experiences. I have been incredibly lucky to have met such amazing people on this path. My team, our partners, our customers, our dedicated sales representatives and our supporting retail stores have all change into like family. Speaking of family, the opportunity to work together was a gift in itself, combining personal and skilled life in the absolute best way. This circle of support was my true treasure, the heart of all the pieces we built together.
What is your advice to others who want to start their very own successful business?
My mantra? Slow and regular wins the race. Starting a business from scratch is a learning process like no other. I’m a big believer in getting hands-on in every a part of the operation, even if it means cleansing the warehouse toilet yourself. It’s all about trusting your instincts, moving at the right pace, and keeping the lines of communication open with everyone you encounter along the way. You’d be surprised what connections you possibly can make and what you possibly can learn from them.
This WOMEN ENTREPRENEURS® this text is a part of our ongoing series highlighting the stories, challenges and triumphs of running a business as a woman.