I would ask questions of every mum I came across, quizzing them about what they loved or didn’t love about the bag they were using, what they thought of different colour swatches and set out to better understand use cases they had a need for.
Krystal
Krystal Rand’s Kove & Co Tribe bag has taken Australia by storm.
Launched in October 2022, this innovative product has quickly become a cult classic, selling out multiple times and generating over $250,000 in its first year. Crafted from durable EVA foam, the Tribe bag is waterproof, versatile, and designed to withstand the demands of busy lifestyles. Its popularity has soared, with the bag featured in top lists and awards and stocked in boutiques nationwide.
Join us as we delve into Krystal’s entrepreneurial journey, discover the secrets behind the Tribe bag’s success, and explore what sets Kove & Co apart in the world of product design.
The beginning
I always knew I would be a business owner but was waiting for the day I would pinpoint exactly what type of business I would embark on.
Krystal Rand shared that her mother was a small business owner who sewed and sold children’s clothes at local markets. She recalled waking up at 3 a.m. to accompany her mother and how much she enjoyed seeing other stall owners who were so passionate and dedicated to their individual crafts. “ I think it sparked an entrepreneurial spirit in me I couldn’t shake. I always knew I would be a business owner but was waiting for the day I would pinpoint exactly what type of business I would embark on.
“The idea for the Kove and co Tribe bag came about when I became a new mum and found there was searching for a versatile, practical and beautiful bag that was suitable for all the activities busy mums face. Whether lugging round nappies, toys, drink bottles and lunchboxes or going to swimming lessons, grocery shopping and days at the beach, it seemed there was a range of options but none ticked all the boxes. Realising all the other women in my mum’s group faced the same issues and gripes with the bags available, I set out to create a unicorn bag. I wanted to design something high quality and beautiful that would be resistant to the impacts of wet towels, swimmers, soiled nappies, leaking water bottles and spilled snacks. After 18 months of research, I designed and launched the Kove and Co Tribe bag in October 2022.”
Rand noted that market research played a crucial role in ensuring that the bag design met the specific needs of mothers. She explained that she would ask questions of every mother she encountered, inquiring about what they liked or disliked about the bags they were using. “I would ask questions of every mum I came across, quizzing them about what they loved or didn’t love about the bag they were using, what they thought of different colour swatches and set out to better understand use cases they had a need for. By tapping into the existing pain points and addressing them in my current bag, I continually receive feedback from mums who are so grateful all their bag issues have been solved. Taking the time to perfect the product, listening to your customers and not cutting corners has meant the quality and aesthetic of the bag really sets it apart from the pack.
“Secondly, experimenting with different marketing techniques and testing what resonates with my target market and doubling down on those efforts has garnered a positive result. I asked my Instagram followers what type of sale they wanted 30% off for 30 hours or 40% for 40 mins and then I asked what day and time they wanted. The sale was hugely successful with the most popular colour selling out in 2 minutes and over 200 bags sold in the 40 mins.”
Crafting success
Rand remarked that she was the first to design a bag of its kind in Australia. “I was the first to design a bag like this in Australia and since then there have been a number of other similar bags enter the market but they don’t all possess the defining features that make the Tribe bag stand out. It fits perfectly fit into a beach cart and shopping trolley and has a flat bottom so everything within it stays vertical when you put it down and prevents sand getting into every crevice (which mums know all too well about!). The straps are removeable and interchangeable so you can sling it over your shoulder or strap it to the pram handle or your wrist in a basket style. Being fully waterproof, with another waterproof pocket inside for valuables, means it doesn’t stain or breed bacteria and you can easily wipe it down. It features holes for ventilation, and plenty of storage. I carefully chose timeless, neutral colours and considered design elements like printing a logo stamp backwards on the base which leaves an imprint on the sand.”
Krystal also announced that they are expanding their product range to include new sizes, colors, and items. “We’ll have a smaller toddler version of the bag (matchy matchy!) or it can also be for a mum with a whole-body strap, as well as a medium version perfect laptops or a few things. We’ve also got some nappy wallets, bag dividers, bag organisers and wet bags for swimmers about to hit the market.”
Challenges faced
I’ve made a number of poor decisions and learnt the hard way on many occasion.
Krystal expressed that she has learned a great deal about shipping, packaging, and industrial design throughout her journey.
“On the surface it seems straight forward to design and move a product but it’s incredibly nuanced and complex. For example, getting shipping box measurements slightly out can be costly, a minuscule difference in design of a button can have huge ramifications with useability, colour on a small patch sample can look completely different once the product has been designed.
“I’ve made a number of poor decisions and learnt the hard way on many occasion. I now always ensure we do a pre-production sample of a new product type so I can put it to the rigorous test before undertaking a full run to prevent something subpar from hitting the shelves.”
Lessons learnt
Krystal Rand advised anyone looking to start their own product business to go for it, but she cautioned not to underestimate the challenges involved. She expressed newfound respect for other product businesses, acknowledging the countless moving parts that operate behind the scenes.
“For someone wanting to start their own product business firstly I would say go for it! Secondly, I would say don’t underestimate what a feat it truly is. I have so much newfound respect for other product businesses as I now appreciate the countless moving parts behind the scenes. The driving to and from warehouses, the packing and postage, time it takes to design something, storage and transport considerations (my car is way too small!).
“There is so much to learn – trademarking, branding, accounting, marketing.. the list goes on. It’s a constant juggle and you quickly find yourself spread so thinly across so many different areas, it’s important to quickly uncover where your strengths lie and therefore time is best spent and identify which tasks should be outsourced.
“Get really good at understanding numbers and their implications and constantly evaluate what you need to change to make sure your business is profitable ongoing. There’s no safety net so you really have to be self-sufficient. There’s so many benefits to being a small business owner. As a single mum, the flexibility is so helpful. Being an entrepreneur provides empowerment and a sense of personal pride. I wouldn’t have it any other way.”
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In this week’s Founder Friday, we explore Krystal Rand, the visionary behind the Kove & Co Tribe bag, which made waves as Australia’s first product of its kind upon its launch in October 2022. Founder Friday, founder friday Dynamic Business
