Vera Bradley has a new target audience in Asia: coffee lovers.
The company, known for its colorful patterned handbags and luggage, has created an eight-piece collection of drinkware and stationery that started selling at select Starbucks in Asia on Tuesday. The group consists of a mug, tumbler, a cold cup, a business card holder, a clipboard and a note cube, in Vera Bradley’s signature paisley and floral patterns.
Vera Bradley’s business is focused in the U.S., though the Starbucks collaboration could perk up a bigger overseas business. Vera Bradley has none in Asia. “This collection will help us expand our reach to a myriad of international customers and distribution points, and broaden our brand awareness to support a potential international expansion strategy,” said Rob Wallstrom, the chief executive officer of Vera Bradley.
Michele Waits, vice president, category and marketing, Starbucks Asia Pacific, said Starbucks worked with Vera Bradley’s design team “to bring bright and vibrant colors to our customers in Asia this summer.” The temporary collection is available at certain Starbucks locations in South Korea, Thailand, Taiwan, Singapore, Hong Kong, the Philippines, Indonesia, Malaysia, Cambodia, Australia, New Zealand and Vietnam.