Vera Bradley Co-Founder Ventures into Men's Accessories with New Brand 'Baekgaard USA'
*By Madison Alworth*
Barbara Bradley Baekgaard changed the face of women's bags with her iconic line of quilted accessories, Vera Bradley ー and now, she's hoping to stage a similar style revolution in menswear with a new brand.
"Now it's time for something for our men," Baekgaard said Monday in an interview on Cheddar. "Because Vera Bradley did not ever intend, nor do we intend, to do products for men."
Baekgaard's new menswear brand, Baekgaard USA, was named for her late husband, a Dane who started importing goods in 1954 from his home country.
After her husband was diagnosed with Alzheimer's, the pair decided to put his company on hold and focus on publicly traded Vera Bradley ($VRA). Now Baekgaard has stepped back from her roles as co-president and chief creative officer and only serves on the Board of Directors, freeing her up for the new venture.
For inspiration, Baekgaard turns to the men in her life to test new products and ideas.
"I use my family as a focus-study, so I ask my grandsons."
But ultimately, she relies on her own instincts. "I also ask myself when I design something, 'Who would I give this to? Who do I want carrying this.' And I want to design something for everyone. And I think we nailed it."
Primarily, she "was tired of looking for something to buy for men."
"I think men are more fashionable now. This is just a perfect time," she added.
For full interview [click here](https://cheddar.com/videos/co-founder-of-vera-bradley-on-her-new-brand-and-what-it-takes-to-make-a-successful-fashion-company).
Candace Mitchell Harris discusses her path from computer scientist to founder of beauty tech tool MYAVANA – and how it uses A.I. to analyze each person’s unique haircare needs.
Michael Harris, NYSE global head of capital markets shares what to expect from IPOs in 2024, including A.I. excitement and why interest rate cuts are always helpful.
Lacy Garcia, Founder & CEO of Willow, shares why women, traditionally underserved by fintech, are looking for trust and a personal relationship from their financial advisor.
Alexander Reed, CFA and CIO for Envisage Wealth, breaks down why he thinks rates could stay higher for longer and why real estate, utilities, and regional banks are sectors to avoid.
Big brands that have relied on TikTok videos to reach younger consumers do not appear to be panicking as they wait to see what happens. But they have started planning.
It's been 15 years since the last fatal crash of a U.S. airliner, but you wouldn't know that from a torrent of flight problems that made news in the last three months.
Abortion opponents want the high court to ratify a ruling from a conservative federal appeals court that would limit access to a medication called mifepristone, which was used in nearly two-thirds of abortions last year.
Annie Chechitelli, chief product officer at Turnitin, breaks down how students and teachers alike can learn from artificial intelligence – while still maintaining academic integrity.
