Why Bogg is moving away from its signature EVA beach bag
Bogg is diversifying beyond the beach as it works to win over commuters, athletes and travelers with its new Go Tote.
Bogg, the brand renowned for its colorful and washable tote bags, is steering its focus towards diversification as it aims to attract commuters, athletes and travelers. The company, established in 2008 and relaunched in 2013, has cultivated a devoted following through social media and has recently hit the milestone of $400 million in lifetime sales.
In 2025, Bogg sold 2.2 million bags, generating approximately 40% of its revenue through retail partners, while the remaining 60% was derived from direct-to-consumer and Amazon sales.
To cater to its evolving customer base, Bogg has unveiled the Go Tote, a new bag introduced this month following customer feedback. The Go Tote is distinguished by its zippable top, crossbody strap, and a dedicated laptop pocket. Constructed from a soft-touch material with an EVA foam rubber base, the bag is available in three sizes priced at $90, $120, and $150 respectively.
This move by Bogg comes at a crucial juncture as the brand is experiencing robust growth. Looking ahead to 2026, analysts anticipate record revenues for the company. Currently, Bogg has established a presence in over 7,000 U.S. locations, including retailers Urban Outfitters and Anthropologie.
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