Baggallini targets younger shoppers with new collections and first pop-up

The women’s bag brand, widely recognized for its interlocking anti-theft designs, is expanding its assortment to appeal to younger shoppers. A new active line, BG Active, features sleeker silhouettes and lightweight materials intended to carry wearers from yoga classes to coffee runs. The brand has also introduced Jet Set and Manhattan collections for customers looking for a more premium, polished aesthetic.

Baggallini was founded in 1995 by two travel agents who wanted to craft organized, well-designed bags and accessories. Vice President of Marketing Lydia Feniger said the company’s primary goal is simplifying a woman’s day, which has helped it build a strong following among millennial moms.

The brand now aims to broaden that base to include Gen Z consumers who might use its products for fitness, concerts, or commuting. Feniger noted that women are managing more than ever and need practical solutions, and Baggallini sees itself as that answer. Alongside the new collections, the company is running its first pop-up to introduce the expanded lineup to younger customers.

The move reflects a wider push to elevate the brand’s image beyond travel and into everyday life. By offering options that span activewear and premium looks, Baggallini hopes to stay relevant as the definition of the “woman on the go” evolves.