Sherpani Celebrates 10 Years, Sets New Vision for the Women’s Outdoor Handbag Market – OR Booth #34167

BOULDER, Colo. (July 25, 2014) — Sherpani, the leader in lifestyle bags for women in the outdoor market will debut several new collections at Summer Outdoor Retailer (OR Booth #34167) Aug. 6-9 in Salt Lake City. Sherpani is setting out to reboot the women’s lifestyle category in an ever-quickening marketplace.

Boulder, Colo.-based Sherpani celebrates 10 years of market leadership by redefining the market for handbags/shoulder bags for active, outdoor lifestyle women. The Sherpani vision has always been to create an authentic brand, whose unique designs, and company values appeal to women who want not just to buy a bag but also to join a culture.

“Today’s active outdoor women don’t conform to just one lifestyle, nor will they let themselves be defined by one activity,” said Ed Ruzic, founder/CEO of Sherpani. “They look for an original brand that caters to their many layers of interests, styles and pursuits.”

As with most trends, the excitement over the Sherpani market success has brought more competitors and made the buying process more challenging for the consumer. “We felt that the category had become diluted with redundant entries that have not created more demand – only more stock,” said Ruzic, “So at the OR show, we are launching an entirely new line-up with multiple collections designed to inject energy and freshness back into the category.”

Trendy, sophisticated and unique are the terms to describe these new collections. The Moda Sport offers bags in bright colors and fashion-forward style for everyday use. If you’re headed to Europe for a month or for an overnight getaway in Napa, the Light Effect fashion won’t weigh you down. The Ethos collection brings trendy vintage styles with distressed, eco leather. It’s a perfect mix of attitude and ease.

For the urban-inspired, the Concept collection blends contemporary style with sophistication. Last year’s Wellness Collection is coming back in 2015 in a big way. These yoga-inspired fitness bags create perfect harmony between femininity and fitness.

In addition to the extensive new product development efforts, Sherpani has also hired Douglas Matthews, former President of Case Logic, to lead the charge. Matthews joins Sherpani as General Manager and Director of Business Development.

“I’ve always been impressed with how Sherpani has been able to create a new category and to keep reinventing it year after year,” said Matthews. “I’m very excited to have forged a partnership with Ed and have been given the opportunity to help take Sherpani, and the whole category to new heights.”

Sherpani has also expanded their design team with the addition of Alexa Osbourn, a graduate of Savannah Collage of Art and Design. Osbourn will lead the Sherpani design renaissance to ensure that the company culture stays relevant to its loyal customers and that future designs continue to attract new followers.

After leading the category for 10 years, Sherpani has a bold vision for its future and is investing in people and product to regenerate the women’s outdoor and travel bag business for another 10 years.

Sherpani’s innovative and functional products are on display at the Outdoor Retailer Show Aug. 6-9, 2014 at booth number 34167.

Since 2003, Sherpani has been a pioneer in developing the market for women’s specific lifestyle bags of the Outdoor and Travel Markets. Sherpani’s vision is to create a socially responsible brand whose unique products, core values and company culture serve the emotional needs of women who want to express their personal fashion, their affinity to connect with a cultural philosophy and desire for compelling retail value. Sherpani is driven by the idea that quality handbags add sophistication and personal distinctiveness to every wardrobe choice, and that handbags can positively affect a women’s self image, outlook and productivity. The brand offers five distinctive collections in the mid-price point segment. With over 12,500 Facebook followers Sherpani continues to lead the way in innovative products for women of all walks of life.

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