In 2011, we set out to build one really good bag — tough enough for the beach, the soccer sideline, the grocery run, and everything in between. No fuss, no fragility. Just a bag that held up.
Fifteen years later, it's grown into a whole system — the same bag, just more of it. More colors, more accessories, more people carrying it through more of their actual lives.
Still the original. That's the whole story.
THE SPARK OF AN IDEA
While vacationing at the Jersey Shore, Founder and CEO, Kim Vaccarella struggled to find a large, durable beach bag that wouldn't tip over.
Inspired by the lightweight, washable EVA foam material of her kids' shoes, she sketched out a design.
A MAJOR SET BACK
Kim manufactured the first bags using her children's college savings. In 2012, a shipment of 1,200 arrived entirely defective — black streaks through the foam. She shelved the business.
A VESSEL OF HOPE
Hurricane Sandy tore through the Jersey Shore — the same coastline where Bogg started.
Kim loaded up whatever bags she had and got them into the hands of families who'd lost almost everything.
MAKING A COMEBACK
A year after the storm, families who received the donated bags began emailing her asking where they could buy more.
Realizing the demand was real, Vaccarella secured a $120,000 investment from a coworker and officially re-launched.
THE POINT OF NO RETURN
Still working her day job as a commercial real estate controller, Kim managed the brand as a side project. Driven purely by word-of-mouth and grassroots Facebook marketing, the company crossed $1 million in annual revenue for the first time.
LOYAL TO SMALL BUSINESS
When pandemic lockdowns hit in 2020, Kim watched small boutique owners — the same stores that had believed in Bogg from the beginning — panic about going under. She could have cut them out and sold direct for higher margins. Instead, she kept sending them inventory and held pricing steady, because they'd shown up for her first.
THE COMMUNITY
It became an organic sensation across TikTok, Instagram, and "Peloton Moms" Facebook group.
Nurses also heavily endorsed them because the EVA foam could be completely sprayed down and sanitized.
RETAIL EXPANSION
Bogg transitioned from a boutique item into a mainstream powerhouse, now sold in over 9,500 retail stores nationwide, including Target, Nordstrom, Dick's Sporting Goods, and Bloomingdale's.
PRESS & AWARDS
Fifteen years after a foam sketch on a kitchen table, Bogg has been featured on Bloomberg, Today, and in Forbes. Kim's taken the stage at SXSW and Women in Retail to tell the same story she's telling here — no shortcuts, just one bag that worked.
Life gets messy. Bogg is made to be washable, durable, and ready for whatever the day brings—so you can focus on making memories, not protecting your bag.
Beach towels, snacks, water bottles, toys, extra layers—you name it. With a roomy interior and a structured design that stays upright; Bogg keeps your essentials organized, easy to find, and always within reach.
From beach days and pool parties to soccer practice and Saturday errands, Bogg is designed to go wherever life takes you. Lightweight, versatile, and always up for what's next, it's the bag you'll reach for again and again.
