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).
Kim Perell, author and entrepreneur, shares actionable tips and tricks to help current and aspiring entrepreneurs kick off 2026 with confidence and momentum.
Computer chipmaker Nvidia is poised to release a quarterly earnings report that is expected to either deepen a recent downturn in the stock market or prompt an ebullient sigh of relief among investors increasingly worried the world’s most valuable company is perched upon an artificial intelligence bubble about to burst.
Emera CEO Scott Balfour discusses soaring energy demand, AI-driven grid challenges, clean-power investments, and how the company is building a resilient future.
JB Mackenzie discusses Robinhood’s new entertainment prediction markets, letting users engage with pop culture, award shows, and more through low-stakes bets.
Rhett Power shares his startup journey, lessons from his early years and insights from his book on overcoming negative self-talk to lead with confidence.
Despite inflation, Americans aren’t giving up the gym. Crunch Fitness CEO Jim Rowley discusses strong growth, value-driven expansion and what the future holds.
Home prices far outpacing incomes, low inventory, and higher living costs are reshaping the market. WSJ’s Veronica Dagher breaks down the challenges ahead.
As commercial options tighten, more travelers are turning to private aviation. Wheels Up CEO George Mattson breaks down capacity and demand challenges.
Layoffs, hiring slowdowns, and shifting skill demands dominate this year’s job talk. LinkedIn’s Kory Kantenga explains what workers should watch for next.
