By  on December 30, 2013

Everlane founder and chief executive officer Michael Preysman has a problem that many brands and retailers would envy: He ordered 1,000 of the e-commerce site’s new Petra bags, but has amassed a waiting list of close to 10,000 people wanting to get them.

Everlane didn’t set out to create an “It” bag for the digital age. Sticking with its straightforward design aesthetic, the company set out to make a simple bag that wouldn’t go out of style at a price that seemed reasonable, and order an amount that wouldn’t put its balance sheet totally out of whack.

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