“Things are so exciting
now we have secured the backing,” said Keith Hanshaw, Managing Director of
on reaching their crowdfunding goal of
50,000 pounds to build an online customization tool. “Really, I am so happy
and so excited right now, you can’t even imagine!” Hanshaw’s excitement is
palpable and completely understandable as the UK’s oldest leather satchel
company hit its target a week before the campaign officially ends on
Kickstarter. With the teller currently sitting at 54,331 pounds at the
point of publication and 6 days to go, the company has more than enough
funds to build the personalization online tool Hanshaw has been dreaming of.
“We are focusing on getting the message out there that bags can be unique
like their owners,” continued Hanshaw, who has over 30 years experience
creating leather goods and is time-served member of the British Guild of
Master Craftsmen.”People do not have to be limited by designers ideas and
we hope to communicate this message through our new tool. It’s your bag and
it can be made your way.” The campaign, which originally launched under the
name #MybagMywayMystory, is built around the Leather Satchel Co. idea that
people should be able to have their own personalised handbag to suit their
tastes and styles and not be dependent on the limited designs offered by
retailers and labels.
“A handbag is really something incredibly personal, yet it is created by a
designer who has their own preferences and ideas on what the bag should
look like – you have to fit into that pigeonhole – and find the best fit,”
points out Hanshaw. “But I think with our customization tool customers
around the world will be able to celebrate their uniqueness and create a
handbag which contains all the features that are important to them, the
style, colour and size they want.” Such a goal seems almost too big to be
attainable, but the Leather Satchel Co. has been creating bespoke satchels
and handbags for customers for years. Hanshaw himself is one of only three
craftsmen in the country who is able to build a satchel from scratch
without the use of a pattern and usually handles the company’s bespoke
orders.
However, the family-run business felt that it was time create an online
tool to help streamline their bespoke order process, whilst boosting the
company’s versatility and skills. “Our website doesn’t show off the fact
that we are a family of Master Craftsmen and that we can make unique
bespoke bags for our customers,” said Hanshaw, who has a team of 30 skilled
craftsmen producing 2,000 to 2,500 handmade satchels a month. Therefore
Hanshaw took it upon himself to create a crowdfunding campaign through
Kickstarter to raise enough funds to create an online customization
application which would allow customers the freedom to personalise their
own satchel. He decided to launch the campaign alongside with company’s
50th anniversary as he believes mass customization is set to take hold in
the fashion industry together with the emergence of new technologies, like
3D printing. In addition, he felt that it was a modern application would
make it easier for customer to create their own satchel.
“Since we have already reached our target goal, we will be able to build a
basic customization tool which will offer customers over 2 trillion
potential bag personalization combinations,” said Hanshaw with a laugh.
“That is one satchel for every person on the planet, for every day of their
lives.” Although the campaign isn’t over yet, Hanshaw hopes they will be
able to raise between 60,000 and 65,000 pounds, so that the tool can be
more advanced and let customers select which type of colours and fabrics
they wish to use on which panels, as well as which pattern and print. But
to begin with, the tool will offer 20 of the Leather Satchel Co. standard
bag patterns, which were hand selected by a test-panel of the company’s
oldest and most loyal customers, each of which will have its own set of
customisations. “For example, some may want to add an address pocket on the
back, or change the strap length or add a top handle.”
Once the customer has the bag design they like, they will be able to choose
which leathers they wish to use on which panels from their palette of 216
colours and which thread colour. “The leather of our satchels is also a
skin, which ages with time and tells its own individual story. This in a
sense is also about the bags story and what they want to tell people,” adds
Hanshaw. Ideally he would even like to include the possibility of letting
customers print an image on their bag as well, ranging from a personal
photograph from a wedding to a stock image from Shutterstock. “We’re even
looking at the possibility of integrating our customisation tool with
social media channels like Instagram and Facebook, so customers can share
their bag designs with friends.”
The sky’s the limit when it comes to the personalization tool and Hanshaw
has already contacted a number of companies to build the tool. “I feel
confident that whoever we partner with the create our customization tool
will be able to handle all our requests, as it is their reputation that
will be on the line as well as ours!” The Leather Satchel Co. has already
begun working on all the small rewards and Early-Bird specials so they can
begin shipping them out to backers next month and Hanshaw hopes to have an
early version of the tool up and running by the end of June – an ambitious
goal. “Of course, will be letting backers and market research panel
beta-test the tool for us before we launch it, as we would have never
gotten as far as we have without their support.”
Some may wonder as to why a company as established as the Leather Satchel
Co, chose to go the crowdfunding route rather than partnering with an
investor to secure external funding, but Hanshaw assures that Kickstarter’s
ideology aligns better with the family-run business than any business
partner. “In a modern world I think that crowdfunding is more in line with
us. Unless we find a shareholder who shares our company ethos, we do not
want someone who will just drive the company for profitability, as it is
not our goal and never has been.” Although having an investor on board
would likely drive the business expansion, Hanshaw prefers to do things
their way. “We are not a high street brand, we are more of a quirky and
unique brand.” The Leather Satchel Co. currently counts over 100 stockists
around the world, and has a number of wholesale partners including Asos in
the UK, Amazon in the US and Big Panda in Hong Kong as well as its online
webshop .
But Hanshaw is also aware of the benefits of having your own physical
retail location and is therefore set to open the Leather Satchel Co.’s
debut shop-in-shop in indie department store Rex next month. “It is not
about being the quickest or the best but about the journey itself.” The
store will offer the company’s full range of satchels and handbags.
Speaking to Hanshaw, it becomes clear that protecting the company’s core
values and doing things their way remain at the center of the business. For
example, he decided to add a smaller 2 pound backing to the campaign after
several people from the test-panel suggested it would be a good way to let
more people feel involved with the project.
He is also working on developing a vegan satchel, although he still has to
find a suitable alternative that is as sturdy and strong as the leather
they use, which is source from the Netherlands, Italy and Scotland. “We are
currently working with a university in Portugal to develop a vegan leather,
as I feel it is something everyone in the industry could benefit from.”
Hanshaw is also working on creating a range of satchels made from recycled
leather, to ensure the Leather Satchel Co. is truly able to accommodate
every customer demand. “Customers should have their say in what their
handbag looks like and design one that truly reflects their own identity
and ideals.”
Photos: Keith Hanshaw, The Leather Satchel Co.