Conscious consumerism fuels further Kind Bag growth
London-based sustainable accessories business, Kind Bag, has announced strong growth for the third year running, turning over £940,000 (+45% YOY) and repurposing over 5 million recycled plastic bottles in the process.
Growth was fuelled by UK sales (up +55% YOY) and an expanding export market, which saw new distribution channels open up in the United States thanks to the business establishing its own warehouse in Wisconsin. Kind Bag also exports to Australia as well as to European countries including Spain, Italy and France with the brand now exporting to 25+ countries worldwide, accounting for approximately 50% of sales.
Kind Bag is a female-owned and female-run business. Founder, Maria Rodriguez says: “I am delighted that Kind Bag goes from strength-to-strength, having achieved growth of +45%, in spite of the cost-of-living crisis and rising inflation. While we have found retailers and stockists are more cautious when buying stock, we have chosen to really nurture the accounts we work with, as well as spending time and money implementing new procedures and systems to ensure we maximise the company’s performance.” Rodriguez hopes Kind Bag will more than double in size over the next year.
Eco-conscious shoppers are helping fuel demand for products like Kind Bag. A recent study found that 62% of consumers across the globe won’t compromise on sustainability even during economic uncertainty. In addition, 29% of consumers say that sustainability remains a key consideration when shopping for clothing, with the figure rising to 36% of 18-24 years olds (aka the growing cohort of Gen Z). These shoppers have an affinity with brands that mirror their own values – and are more likely to repeat purchase too. Sales data from 2022 showed 20% of Kind Bag shoppers were repeat purchasers.
Every Kind Bag has been specially developed to reduce single-use plastic, recycling plastic bottles to create each one of its design-led, eco-friendly accessories, which are made using a process that transforms used plastic bottles into a practical, durable fabric known as RPET. The 100% RPET bags are produced using recycled plastic bottles originally destined for the ocean and landfill sites from waste collection centres in Asia.
In the past year, the brand’s portfolio has expanded from reusable shoppers and backpacks to include make-up pouches and laptop sleeves. For 2023, the female-owned and female-run business continues its successful series championing female artists, kicking off the year with a trio of bags featuring dreamy prints from Brighton-born artist, Kit Agar. The brand’s next limited edition collection with the York-based textiles designer and illustrator, Amy Hastings, launches in June. Kind Bag has also moved into producing bespoke bags for other much-loved British institutions including English Heritage, Kew Gardens, Oxfam and the Southbank Centre.
Rodriguez observes: ”Sustainability continues to be the single biggest focus in fashion as increasing numbers of consumers consider the environmental impact of their shopping choices. Here at Kind Bag, we have a completely sustainable and ethical production process. Everything from the product itself, the ink we use, through to the packaging has been carefully chosen with the planet in mind. Our suppliers and their suppliers all work with ethical trade organisations. Building lasting relationships is crucial for us and we have been working with the same ethical factories since launch, growing alongside them. We’re also proud members of 1% For The Planet, supporting incredible charities including Big Blue Ocean Cleanup and TreeSisters.”
