Well Made

Ep. 71 Getting Weirder with Emily Sugihara

March 6, 2019 · iTunes · MP3

Things are getting weird at Baggu, and that’s a great thing. Since we last spoke to founder Emily Sugihara, Baggu closed their New York office, expanded their San Francisco team, and introduced a slew of new products to their line.

The Standard Baggu has been around for 12 years, but the company is still finding ways to grow and experiment. By trusting their experiences, Emily and her team are finding confidence and empowerment in their brand voice and values.

“You’re really going through and mining the best of your past and choosing to pull that stuff through to your future.”

 Getting Weirder

Baggu doubled their team size in a span of a year. On the show, hear their approach to hiring and training and implementing processes while preserving the heart of the brand with an influx of new hires (11:24). More than a decade in business, Emily illuminates how they recently delineated their company and product values (13:02). She shares how establishing those values boosted performance management and empowered more decision making among employees (19:26). Emily talks about finding freedom in their product designs through experimentation and worrying less about expectation (24:37). Baggu is taking incremental steps towards sustainability. Hear their efforts in sourcing ripstop nylon made of 40% recycled materials (34:50). Finally, Emily talks about embracing long-term thinking, growing the equity of the brand (45:59).

See what Baggu is brewing up on Instagram.

 Getting Weirder

Also mentioned on the show:

Header image via Baggu.


You can find this and all future episodes on iTunes, Google Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.

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