The Munich-based startup Zoé Lu has developed a convertible handbag. Its various designs not only look good but also contribute to sustainability. In our 7-question interview, the three founders reveal how they plan to assert themselves in the highly competitive handbag market.
1. Who are you and what do you do? Please briefly introduce yourself and your product!
We are Zoé Lu, and we are all "makers." The Trio Creativo consists of fashion-mad girls with very different interests and temperaments who found each other for Zoé Lu.
© Petra Ruehle
Larissa Walter
Munich woman, 38 years old
Studying Industrial Design in Munich
Bag design for Ludwig Görtz and “Harbour 2nd”
Motto: “I can do that much better myself.”
In the team: drawing machine and social media guru
Ulrike Heintz
Munich woman, 38 years old
German Master School for Fashion, Fashion & Communication Design Agency experience “Signs and Wonders” and “Interbrand”, projects for MINI and BMW
Motto: “Let’s think about it again.”
In the team: Creative bouncer and voice of reason
Jennifer Rüggeberg
Munich resident, 50 years old
New York Fashion Institute of Technology,
Esmod Fashion School Munich
Head of Design at Joop!, Strenesse and Marc O'Polo
Motto: “Don’t waste time talking. Just do it!”
In the team: production pusher and puppet master
Zoé Lu: The convertible handbag
We know each other from our work as designers for Marc O'Polo and first sat down three years ago to think about a product we would enjoy, one that was sustainable, high-quality, and truly new. As bag designers, we were certainly all a bit frustrated by not being able to implement truly innovative designs for these well-known brands season after season.
Our product is a convertible bag made of high-quality Italian cowhide. At first glance, it looks like a "normal" handbag in the shape of a classic saddle bag. However, the "one bag — many looks" principle lies behind it: The bag body can be combined for all of life's occasions. Our interchangeable flaps, which are now available in over 20 different designs, can be swapped out in a snap thanks to a zipper on the back of the bag body.
The loyal bag as a sustainable quality product
2. But that has been around for a long time!
Nope. Not in this form—namely, combining functionality with feminine design. Which, of course, makes us extremely happy. Because we're the first in the world to offer a stylish saddle bag for a variety of occasions. As already mentioned: "One bag — many looks": That sums up the motto perfectly. And our philosophy fits perfectly with the times. Because, incidentally, we're also doing something for sustainability and combating the throwaway craze. We don't make one-season products like the big players in the industry with their multi-million dollar advertising budgets, but rather a single, loyal bag of the highest quality standard, whose look can be changed in seconds.
Good partners are hard to find
3. What has been your biggest challenge so far?
Essentially, it was the fine-tuning of our initial idea. All three of us quickly had a clear idea of the harmonious interplay of design and functionality. However, it was a challenge to find reliable suppliers whose leather met our standards of quality and sustainability and, above all, who were willing to produce very small quantities initially. Fortunately, after a few attempts, we have now found some truly fantastic partners who, like us, are enthusiastic about our product idea and want to grow with us.
Influencer marketing and “The Thing of the Year” should fix it
4. Let’s get down to business: How is business going?
We started off extremely enthusiastically and focused primarily on traditional sales through retailers. But when we were at Fashion Week in Berlin in 2018, after spending a lot of money on a booth, and no retailer wanted to include us in their product range, it was tough. Everyone loved our product, but they all told us it would be difficult to include us in their product range because we were so unknown. Unfortunately, retailers in Germany are very reluctant to accept newcomer labels. Especially in the handbag sector, buyers often rely on the big players in the fashion business.
We then began focusing heavily on influencer marketing and now have some great partners who love our product and are enthusiastic about featuring it. Since then, things have been going ever better, and we've been steadily increasing our sales.
Zoé Lu has now gathered a dedicated community around itself. Our fans include actress Ursula Karven, influencers Susamamma, Beautyrella, Kira Bejaoui, and Fifteenminfame. And of course, we hope to gain another boost through our participation in "Das Thing des Jahres" on March 5th.
5. What does Munich mean to you?
Home! Even if one of us is just a newcomer.
6. How will your startup become the next unicorn? Or will we see you soon at Epic Fail Night?
Epic fail—no, definitely not. We had that once years ago with another startup. This time, definitely a unicorn!
7. Hiking or beer garden?
First hiking — then beer garden!
