Jacqueline and Scot Tatelman's decade-old purpose-driven business, renowned for its 'cult' products, experiences significant sales during the back-to-school season, prompting customers to set their alarms for purchases.
STATE Bags Embraces Growth and Expansion Under Founder's Leadership
STATE Bags, the popular luggage and accessories brand with a heart, is thriving under the leadership of its founder, Jacqueline Tatelman. Established in 2013, the company has grown into a multimillion-dollar business, all while maintaining its commitment to giving back to American kids and families in need.
Originally founded to provide backpacks for underprivileged children attending a nonprofit summer camp, STATE Bags has since expanded to become a "full-fledged lifestyle family bag brand." Under Tatelman's guidance, the brand has seen consistent growth, solidifying its position as a "true family lifestyle brand."
Tatelman emphasizes the importance of having a vision for a business, but also being malleable to follow the customer's lead. This approach has paid off, as STATE's customer base is known for being hungry for new collections, especially novelty products, which often sell out quickly.
In 2021, STATE Bags raised a $2 million seed round, marking the first external funding the company had received since its inception. However, since then, the brand has remained self-funded, demonstrating a commitment to organic growth and founder control.
Recent years have seen STATE Bags branch out into new product categories, recognising the value in expanding to kids' travel products, making life easier for parents. The brand has also collaborated with well-known names such as Hot Wheels, Barbie, and Love Shack Fancy during the back-to-school shopping season.
STATE products are designed to be "ridiculous, so colorful, so beautiful" while maintaining functionality and quality. They are given a "full STATE treatment" in the kids' travel category, ensuring that the brand's unique style and commitment to quality are consistent across all its offerings.
Tatelman feels grateful to see STATE bags on the street and has only recently come to terms with the brand's "cult" status. The brand's popularity is evident in recent business and trade articles, which highlight its "cult" back-to-school popularity and continued emphasis on profitability, sustainability, and mission-driven marketing.
As of mid-2025, STATE Bags is rolling out a new collection and a refreshed website, signaling product refresh and digital investment. The company's give-back commitments remain central to its brand positioning and are likely to continue as a core part of its marketing and partnerships.
With its continued growth and success, STATE Bags is poised to continue broadening its SKUs, investing in DTC sales and digital marketing, and maintaining its mission-driven approach to business.
- Under Jacqueline Tatelman's leadership, STATE Bags has grown from a brand offering backpacks for underprivileged children to a multimillion-dollar full-fledged lifestyle family bag brand.
- Tatelman's vision for STATE Bags includes a flexible approach, allowing the business to follow the customer's lead and respond to their demand for new collections.
- STATE Bags' customer base is known for being enthusiastic about new products, especially novelty items, which often sell out quickly.
- In 2021, STATE Bags raised a $2 million seed round, marking the first external funding the company received since its inception, yet the brand has since remained self-funded.
- The brand has branched out into new product categories, including kids' travel products, and has collaborated with well-known names like Hot Wheels, Barbie, and Love Shack Fancy.
- STATE Bag products are designed to be colorful, beautiful, functional, and of high quality, ensuring consistency in the brand's unique style across different offerings.
- The brand's success and unique style have earned it a "cult" status, as highlighted in recent business and trade articles.
- With its continued growth and success, STATE Bags plans to broaden its product range, invest in direct-to-consumer sales, and maintain its mission-driven approach to business.
