Target and State Bags, the DTC backpack brand, team up before the start of the school year


Dive brief:

  • As the back-to-school shopping season kicks off, consumers are poised to have another digital native brand available to them in physical retail. Brooklyn-born backpack brand State Bags is now available in Target stores nationwide, according to an announcement emailed to Retail Dive Monday.
  • As part of the deal, the direct-to-consumer brand will launch an exclusive collection at 600 Target stores with prices ranging from $ 50 for backpacks and $ 20 for lunch boxes, per outlet.
  • The partnership marks State Bags’ first entry into a nationwide big box retailer, the company said. The brand plans to double its back-to-school activity in 2021 with the launch of Target.

Dive overview:

Target continues to expand its list of DTC brands with its latest partnership with State Bags.

State Bags was founded by Jacq and Scot Tatelman – a husband and wife “on a mission to make beautiful, well-made products while using the power of business to give back and work to change the narratives around social injustice,” says the ‘announcement. The prints featured in the collection were designed by Jacq Tatelman, who is also the brand’s creative director and has been a previous buyer at Henri Bendel.

State Bags is a certified B-Corporation and boasts a business model that balances profit and redistribution. For every bag purchased from the brand, State Bags will support American children and families in need through initiatives such as donating “fully packaged” backpacks at its bag drop-off gatherings.

Over the past year, State Bags has experienced 200% year-over-year growth during the back-to-school sale period. Last year, it also increased its back-to-school activity by 45% year-on-year.

Despite the growth of the online business, State Bags said partnerships like Target’s allow the brand to participate in retail transactions and reach new customers.

This, along with the increasing cost of acquiring customers, has made big box retail partnerships attractive to many DTC brands.

Target is among the most popular destinations for DTC brands who want to display their products in physical stores. Target partnered with razor brand Harry’s in 2016 and has been making deals with digital natives ever since. Grove Collaborative ventured into physical retail with Target in April and, shortly thereafter, added Jinx and the sustainable household goods brand Stojo to its DTC assortment.


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