Is VeeCollective’s nylon tote bag collection a next trend? Here’s how it is dominating the luxury handbag industry

From gym workouts to weekend getaways, puffer stuffs are everywhere. Be it a puffer jacket or a puffer tote bag, this is one of the fashion trends that people are going gaga over. Keeping that in mind, the founders of Berlin’s VeeCollective think that their unique recycled nylon bags are complementary to premium companies’ iconic leather handbags and wallets.

The VeeCollective tote costs just under $300 (Rs. 24,876.47), but thanks to celebrity fans like Gwyneth Paltrow and Olivia Wilde, it’s available at Selfridges and Galeries Lafayette, alongside names like Louis Vuitton and Prada. The VeeCollective bag is designed to complement, rather than replace, your leather purchase. Vogue Business stated that, according to married co-founders Lili Radu and Patrick Löwe, this is a new form of status symbol, but it is still a status symbol.

Radu launched an eponymous line of leather handbags 12 years ago, but spotting a need in the market for lightweight, utilitarian bags provided a chance for the couple to launch a new label. Löwe says that, unlike Prada’s Re-Nylon collection, the majority of items in this category did not feel like fashion. According to the reports of Vogue Business, Patrick Löwe said, “We’ve designed it in a way that [makes sure] our customer feels like she’s not carrying a functional bag, but something that’s cool and fashionable.”

According to the reports of Vogue Business, Radu says, “We sit next to the big brand of leather handbags on the floors of department stores and people like that.” According to the two, displaying the bags next to sought-after, expensive designer handbags in a shopping environment primes people to think of VeeCollective as the everyday tote to carry alongside these renowned items.

Typically, brands have no control over where their items are displayed in stores. Radu and Löwe negotiated this using what they describe as a basic and obvious message: “VeeCollective is what your customer wants, is looking for, and currently cannot find,” Löwe explains. “We convinced them that we are a top seller on the sales floor. [A] lower price point than luxury, but [with] a] higher sales frequency, resulting in at least similar, if not better, sales per square foot.”

The pair also informed stores that the brand’s worldwide wholesale distribution strategy would be consistent with luxury products, aided by its distribution collaboration with Tomorrow London. “It was absolutely not easy,” Radu says. VeeCollective’s promise of a fashionable-but-practical nylon bag in the $160 to $335 range isn’t a typical portfolio product for its target sellers. “Big retailers don’t know how to position us,” Radu says.

Europe was the more difficult sale. According to Radu, traditional leather handbags take up a larger amount of floor area there than in the United States. The team had to persuade merchants that there would be enough demand for the sub-$300 bags to compete with models that cost $1,000 or more. Radu was able to demonstrate the appeal of the bags by generously presenting them to celebrities such as Paltrow, Rita Ora, and Olivia Palermo.

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