Sharm Tank Vol. 33

Nik Sharma
July 05, 2024

Happy Friday,

I know everyone is basically in long weekend mode so I figured I’d keep this week’s newsletter brief and chill.

That said, we do have a very exciting newsletter for you…

Creating a product that speaks for itself is every entrepreneur’s dream. Of course, some products need more explaining than others, but once in a while, you craft something universally regarded as “the best.”

Word-of-mouth is a powerful tool and no brand exemplifies this phenomenon more than Dagne Dover, the epitome of innovation, functionality, and style in the world of bags and accessories.

Dagne Dover was co-founded by CEO Melissa Mash, COO Deepa Gandhi, and CCO Jessy Dover. Their collective experiences and backgrounds have significantly shaped the brand’s philosophy and success:

Their shared belief is that "responsibility isn't a fad," but a necessity. They question norms, push boundaries, and focus on creating products that solve real problems for their customers.

Dagne Dover is not just another bag brand; it’s a performance bag brand designed for people who need to stay organized through their multifaceted days. Their mission is clear: to provide thoughtful solutions that help people spend more time enjoying life’s valuable moments.

Here are a few reasons why Dagne Dover stands out:

Product-Driven Approach: When they launched, they chose to focus on building exceptional products rather than spending heavily on digital marketing. Their strategy was simple yet powerful—create high-quality, functional bags that impress customers so much they can’t help but spread the word.
Diverse Product Range: From stylish handbags to functional diaper bags, and even the innovative Neoprene collection known for its durability and water resistance, the brand has something for everyone. Their recent foray into the travel line with versatile carry-on items highlights their ability to adapt and grow with their customer’s needs.
Strong Team Culture: The positive and familial team culture at Dagne Dover is a testament to their success. Despite being over seven years into the business, they’ve maintained a small, tight-knit team that values each other and their collective mission.
Sustainability and Innovation: Their Made for Summer Collection featuring organic cotton totes and their exclusive MacBook sleeve for Apple show their commitment to sustainability and innovation. They design products that not only meet the needs of their customers but also contribute positively to the environment.

Unorthodox Approaches to Growth

Dagne Dover’s journey is filled with examples of unconventional strategies that paid off. Here are a few:

Minimal Marketing Spend Initially: Instead of pouring money into digital marketing, they invested in their product. This decision allowed them to rely on word-of-mouth and the social showrooming effect, where satisfied customers showcased their bags in real-life scenarios like offices, gyms, and brunches.
Customer-Centric Expansion: Their decision to first establish a solid online presence before moving into select retail partners like Nordstrom and Equinox was strategic. This allowed them to build a loyal customer base and carefully choose partners that aligned with their brand values.
Organic and Mindful Growth: Dagne Dover has grown without a massive influx of capital, focusing instead on creating products that people love and letting the brand grow organically. This approach has preserved their unique culture and allowed them to remain agile and responsive to customer needs.

Going Viral and Engaging with Community

Dagne Dover's commitment to community engagement is evident in their strategic use of social media and online platforms. They experienced a massive spike in traffic following a viral post on the subreddit r/femalefashionadvice. Melissa Mash even did an AMA (Ask Me Anything) on Reddit, directly engaging with potential customers and sharing insights about the brand.

Social Responsibility and Sustainability

One of Dagne Dover’s most unique selling points is its commitment to sustainability, reflected in their manufacturing practices and distribution.

Almost Vintage: In partnership with Archive, Dagne Dover introduced its Almost Vintage program - an initiative that lets you buy and sell used Dagne Dover goods, encouraging eco-friendlier fashion and a happier Mama Earth.
Sustainable Materials: They use scrap materials, incorporate sustainable materials like REPREVE (made of recycled plastic bottles), and prioritize AZO testing to ensure no hazardous chemicals are used.
Charitable Contributions: The company donates inventory and returns surplus to various charities, including the Shelter Partnership of Los Angeles. Their Almost Vintage program encourages secondhand shopping, promoting sustainability.
Customer-Driven Donations: With every online order, customers can choose which organization their purchase will help fund. They also offer a heroes discount for military, veterans, teachers, and healthcare workers.

What’s Next?

Despite the luggage market being dominated by brands like Tumi, Samsonite, and Away, Dagne Dover’s founders took three years to develop their new Luggage Edit.

This collection is a culmination of extensive market research, innovative material sourcing, and detailed wear-testing. The result is a line of semi-soft exterior luggage with thoughtful features like exterior phone/passport pockets, padded tech sleeves, and smartly designed zipper compartments.

The future looks bright for Dagne Dover. With plans to continue launching new collections that cater to various aspects of life and a focus on fashion-forward items, they’re set to capture even more hearts.

Their commitment to expanding through both online and offline channels ensures they’ll be meeting customers wherever they are.

We are thrilled to welcome Dagne Dover to the Sharma Brands family. Their journey is a testament to resilience, innovation, and a deep passion for crafting products that simplify and enhance daily life…and we can’t wait to help amplify their inspiring vision.

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