American buyers are more receptive, the founders say. “US buyers were more aware of the product because it’s a bigger category there,” Radu says. “Also, customers are more used to buying nylon bags,” Löwe flags. “So it’s a much easier sell.” For example, Cos’s quilted nylon offering, which initially gained traction in 2021, and went viral in 2023, lauded as a more affordable It-bag. (It retails for $45 to $135 for the larger, most popular version.)
VeeCollective’s luxury wellness partners also helped boost US credibility. Next week, it’s launching a collaboration with Paltrow’s Goop: a VeeCollective bag in Goop’s signature soft pink.
It’s worth the varying degrees of struggle, the pair agree, as the wholesale route is essential for boosting brand awareness. Wholesale begets visibility and credibility, Löwe says. “In 2017, when we founded, everyone was talking about only direct-to-consumer,” he says. “But we said, we need the credibility. And we need the volume out there, to get more feedback.”
VeeCollective launched with its first US stockist, Neiman Marcus, in November 2023. It’s hitting Saks in February 2024, and Nordstrom will follow after that. That’s three department store lock-ins in one season.
“This is the moment of truth,” Löwe says. “If those bags don’t sell off the shelf, that’s bye-bye scalability in the US.”
But the pair is confident in its US potential, not least because the market is primed to embrace a bag with this use case, and at this price point. VeeCollective’s New York showroom also plays a key role, as a way to introduce the brand to — and connect with — new customers. Here, VeeCollective also offers monogramming services.
In addition to the US, VeeCollective has its sights set on Asia. Through its current distribution network, the brand is sold in China and Japan. But before going full throttle there, VeeCollective remains focused on the States. “The goal is to really conquer the American market,” Radu says.
Key takeaway: Berlin-based VeeCollective is fashioning a new king of It-bag, positioning its nylon offerings as an everyday luxury counterpart to your standard, small designer handbag. Having partnered with Tomorrow London and built out its European distribution with a luxury positioning, the brand is embarking on its US growth strategy. To do so, it’s banking on a high-end wholesale presence, luxury wellness and influencer partnerships as well as a sustainability-focused foundation.
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