Vera Bradley is one of the most beloved and recognizable brands in the United States. You can’t go through an airport or a college campus without seeing someone carrying a Vera Bradley tote.
The brand has inspired lifelong devotion from its loyal customers, many of whom first discover Vera Bradley during college.
Vera Bradley is one of the most loved and recognized bag brands, thanks to its feminine floral and paisley prints (Credit: Helen89 / Shutterstock)
In recent years, Vera Bradley has experienced a resurgence, thriving while many heritage brands have struggled. Notable collaborations include Disney, Harry Potter, and Crocs, as well as partnerships with household names like Tupperware and Coleman.
What makes Vera Bradley so popular? What are Vera Bradley’s most sought-after bags? We’re covering everything you need to know about this iconic American brand.
The Inspiring Story Behind Vera Bradley: From Basement to Iconic Brand
Friendship sits at the heart of the Vera Bradley story. The brand was started by Barbara Bradley Baekgaard and Patricia R. Miller after a vacation in 1982, which inspired them to shake up the world of boring black luggage with fun and feminine prints.
Barbara Bradley Baekgaard and Patricia Miller, neighbors in Fort Wayne, Indiana, launched Vera Bradley after spotting a lack of colorful luggage options during a layover in Atlanta. With just $500, they crafted their first duffel bags on a basement ping-pong table. The vibrant designs quickly gained traction through word-of-mouth, initially becoming popular on college campuses and within sororities.
Named after Baekgaard’s mother, Vera Bradley quickly became synonymous with vibrant patterns and paisley prints, expanding into totes, luggage, bedding, and accessories. Interestingly, the original logo was designed by Baekgaard’s 19-year-old daughter.
Friends Barbara Bradley Baekgaard and Patricia R. Miller founded Vera Bradley in 1982 after “recognizing a lack of feminine-looking luggage for women” (Credit: Vera Bradley)
Vera Bradley quickly built a brand identity around its colorful fabrics and quirky prints. The company describes that “female-led ingenuity and the desire to make the world a brighter place remain at the heart of the company today.”
“Growing up in Miami Beach, we had Lilly Pulitzer and Laura Ashley. I was used to a lot of color,” Baekgaard told CNN. “You could call it a light bulb [moment] or a God-wink. I don’t know what it was, but we went back and started the company the next day.”
French Provencal country fabrics inspired the brand’s distinctive paisley and floral patterns. Vera Bradley first became popular after a Good Morning America feature before it started selling bags online in 2004.
How Vera Bradley Gives Back: Philanthropy and the VB Cares Initiative
As a female-founded company, it’s no surprise that Vera Bradley embraces philanthropy. The brand runs ‘VB Cares,’ which works with local organizations to build better communities and support breast cancer research and sustainability issues.
Aside from raising funds for breast cancer research, Vera Bradley’s VB Cares also supports communities and helps school children around the world (Credit: Vera Bradley)
Vera Bradley focuses heavily on raising funds for breast cancer research. The company’s co-founders began using Vera Bradley to raise funds for breast cancer research after the death of a friend and one of the company’s first sales representatives.
They later established the Vera Bradley Foundation for Breast Cancer in 1998.
The 4 Best-Selling Vera Bradley Bags You Need in Your Collection
Like every iconic brand, Vera Bradley boasts a collection of classic bags. These silhouettes are instantly recognizable and come back season after season. Not sure where to start your Vera Bradley collection? Try these four popular Vera Bradley bags!
1. The Campus Backpack: Vera Bradley’s Best-Selling Everyday Essential
Vera Bradley’s best-selling bag is the “Campus Backpack.” It’s not only popular with students but commuters and office workers alike. This backpack is all-in-one that will take you from a weekend trip to your next red-eye flight.
Made of recycled cotton, the Vera Bradley Campus Backpack boasts multiple compartments for all your school essentials and more
2. The Large Travel Duffel Bag: The Ultimate Travel Companion
One of the Vera Bradley bags you’ll spot most often is the large travel duffel bag. It’s the brand’s OG product and will have you ditching your boring black suitcase for good.
Perfect for a long weekend or adventure getaway, Vera Bradley’s Large Travel Duffel will help you pack in style
3. The RFID Little Hipster: Stylish, Compact, and Secure
This small crossbody bag sits at a budget-friendly price point of $70. It’s a classic ‘wallet on a chain’ style and made of recycled cotton.
The Little Hipster compact crossbody bag provides RFID protection for your debit and credit cards
4. The Vera Tote Bag: The Must-Have Tote for Every Occasion
Everyone needs a Mary Poppins tote. The “Vera” tote bag is designed to hold everything from protein bars to laptops and makeup bags. It’s the fuss-free tote that you’ll never leave home without.
The Vera Tote Bag is large enough for everyday use—whether you are heading to work, on a weekend getaway, going to a party, or traveling
Vera Bradley Collaborations: Disney, Harry Potter, and More
It’s not unusual for companies to start lacking momentum, especially when their core demographic finds a new home with competing brands. Vera Bradley stays relevant by focusing on collaborations to attract new customers to the brand.
One of Vera Bradley’s most successful collaborations is with Disney. The collaboration is “inspired by Vera Bradley’s signature optimistic style and Disney’s most beloved characters.”
The Disney x Vera Bradley collaboration has gone through several collections – ranging from classic characters like Mickey and Minnie Mouse to fairytale movies like The Little Mermaid and Beauty and the Beast.
The Vera Bradley x Disney collaboration features everyone’s most-loved Disney characters on Vera Bradley’s signature styles
Most Vera Bradley collaborations lean heavily on the brand’s best-selling styles, including the Campus Backpack and Travel Duffel Bag.
The success of the Disney x Vera Bradley collaboration breathed new life into the brand, which has since collaborated with Star Wars and Harry Potter.
Not a movie fan? Check out Vera Bradley’s collaboration with Sea Bags, Coleman, or New Hope Girls to support their philanthropic work.
Vera Bradley has collaborated with other brands, including Sea Bags, Coleman, and Tupperware
Where Vera Bradley Bags Are Made: U.S. to China Manufacturing
Although Vera Brand is an American brand that designs its products in Fort Wayne, most of its products are made in China.
For years, approximately 5% of Vera Bradley’s production occurred in New Haven, with the remainder imported from China. Vera Bradley ended its US production in 2015. The company quoted the high cost of domestic manufacturing goods as the reason for their switch.
Vera Bradley ended its US production in 2015, and most of its designs are now manufactured in China (Credit: EQRoy / Shutterstock)
If you’re buying a vintage Vera Bradley bag, double-check the label to see where your bag was made. It’s not unusual to still find bags made in the United States on the re-sale market. Most Vera Bradley products in stores today are made in China, Myanmar, Cambodia, and Vietnam.
Who Owns Vera Bradley? Leadership of the Beloved American Brand
Vera Bradley is a publicly traded company, not privately owned, and operates under the ticker symbol VRA on the NASDAQ stock exchange. It became a publicly traded company on October 21, 2010.
Co-founders Barbara Bradley Baekgaard and Patricia Miller have stepped back from leadership, passing the reins to a professional executive team.
Vera Bradley co-founders Barbara Bradley Baekgaard and Patricia Miller pose outside a stylish Vera Bradley storefront (Credit: Vera Bradley)
Jacqueline Ardrey is the current President and CEO of Vera Bradley, Inc., having succeeded Robert Wallstrom in November 2022.
Under Jacqueline Ardrey’s leadership, Vera Bradley continues to prioritize its founding values of creativity, inclusiveness, and community support. With a strong representation of women in executive roles—55% of VP-level positions and 60% of the board of directors—Vera Bradley remains a female-led powerhouse committed to empowering women.
The company’s leadership team also fosters an employee-focused culture, evident in traditions like birthday celebrations with $50 cash bonuses and Vera Bradley’s consistent recognition of LGBTQ+ inclusiveness and pay equity.
Brands Like Vera Bradley: Alternatives with Feminine Prints and Style
Vera Bradley started a revolution of floral prints, paisley patterns, and quirky silhouettes. Unsurprisingly, other brands have jumped on Vera Bradley’s niche.
You might love the silhouette but prefer a different print. Perhaps you’ve grown up with Vera Bradley and want to try another brand.
1. Kate Spade: A Whimsical and Modern Alternative to Vera Bradley
Kate Spade is the next step on the whimsical ladder for those who love quirky and novelty bags. While you’ll find some nylon bags, most Kate Spade products are made using leather.
The brand has also collaborated with some of the same brands as Vera Bradley, including Disney.
Kate Spade bags bring a whimsical touch to everyday style with vibrant floral prints, playful butterflies, and fun collaborations like Minnie Mouse
2. Kipling: Understated Backpacks and Crossbody Bags for Everyday Use
One of Vera Bradley’s best-selling products is its Campus Backpack. If you need a backpack but want a more understated print, check out Kipling.
Kipling bags combine playful patterns and lightweight designs, offering versatile options for backpacks and crossbody bags that suit everyday needs
3. Dooney & Bourke: Classic American Style with a Modern Twist
Another classic American brand is Dooney & Bourke. It shares much of the same customer base as Vera Bradley with its classic silhouettes, feminine prints, and Disney collaboration.
Dooney & Bourke bags showcase their signature blend of playful prints and timeless designs, including collaborations with Disney and floral-inspired collections
Vera Bradley is a beloved American brand known for its vibrant designs and attainable price point. Perfect for those seeking feminine and unique styles, Vera Bradley offers a charming blend of practicality and personality in every bag.
For more recommendations on stylish and practical bags for students, check out our guide to the best purse brands for college students, where Vera Bradley is highlighted as a top choice for its vibrant prints and versatile designs