Business Plans

STATE Bags Founder on Rapid Growth, Cult Following, and Staying True to Vision

New York, NY – February 29, 2024 – STATE Bags, the popular backpack and accessories brand known for its vibrant designs and “Pack It Forward” social impact program, continues to experience explosive growth, fueled by highly anticipated seasonal launches and a dedicated customer base. Founder Suzanne Tatelman recently shared insights into the brandS journey, emphasizing the importance of a strong vision alongside adaptability in a rapidly evolving market.

Founded in 2008, STATE Bags initially focused on creating stylish and functional backpacks for the urban commuter. Though,the brand quickly distinguished itself through its commitment to giving back. For every bag purchased, STATE donates a packed backpack – containing essential school supplies – to a student in need. This “Pack It Forward” initiative has become central to the brand’s identity and resonates deeply with its customer base.

Tatelman notes the increasingly fervent anticipation surrounding new product releases. “People will write to me like, I’m setting my alarm,” she recounts, highlighting the speed with which limited-edition and novelty items sell out. This demand has intensified year after year, particularly for collaborations and unique designs.The brand’s recent Spring/Summer 2025 collection, previewed this month, is expected to continue this trend.

STATE’s success isn’t solely attributable to its charitable component. Tatelman emphasizes the need for a clear vision, but also the willingness to listen to customer feedback. “you have to have a vision for it,” she explains, “But you also have to be malleable in understanding that you have to go where the customer’s going to take you sometimes.” She stresses the importance of genuine passion, stating that without it, the challenges of entrepreneurship can be insurmountable.

The company, headquartered in New York City, has expanded its product line beyond backpacks to include duffel bags, totes, accessories, and even apparel. STATE products are sold through its own website (statebags.com),select retailers like Nordstrom and Bloomingdale’s,and its three brick-and-mortar stores – two in New York City (SoHo and upper East Side) and one in Paramus,New Jersey. Revenue figures,while not publicly disclosed,indicate the brand has reached an eight-figure valuation,a milestone recently highlighted by sibling entrepreneurs who successfully built a similar self-funded brand.

Looking ahead, Tatelman aims to solidify STATE’s position as a thorough “true family lifestyle brand” through continued product diversification. She believes the brand has only begun to realize its full potential, and remains committed to its founding mission of style with purpose.

Key Takeaways for Aspiring Entrepreneurs:

Vision is Paramount: A clear and compelling vision is essential for guiding a business.
Adaptability is Crucial: Be open to customer feedback and willing to adjust your strategy as needed.
Passion Fuels Perseverance: A genuine passion for your product or service is vital for overcoming challenges.
Social Impact Matters: Integrating a social mission can resonate with consumers and build brand loyalty.