Herschel Supply

What Herschel Supply does

Herschel Supply Company is a privately held Canadian designer and global seller of backpacks, bags, luggage, travel accessories, and complementary apparel and headwear, founded in 2009 in Vancouver and serving daily commuters, students, travelers, outdoor enthusiasts, golfers, tech-forward professionals, parents, and kids. Its product line spans core carry categories (backpacks, totes, duffles, crossbodies, hip packs, messengers, dry bags, diaper bags, golf bags), three luggage platforms (Heritage Hardshell built from 70% recycled polycarbonate with Hinomoto wheels, Heritage Softshell, and All Season Hybrid Roller), and specialized sub-brands including Tech Division, Herschel Outdoor Equipment, and Herschel Supply Golf. The portfolio is differentiated through proprietary material choices (recycled polycarbonate, recycled polyester with weather-resistant coatings, EVA padding, welded seams), a Limited Lifetime Warranty across categories, and an unusually active collaboration engine with Minecraft, LEGO, HEINZ, Realtree, Peanuts, and Apple.

Revenue is generated through a hybrid go-to-market: direct-to-consumer e-commerce across four regional storefronts (US, Canada, EU, UK), wholesale distribution via a NuOrder dealer portal and corporate-ordering program, and non-DTC channels including the Apple third-party accessories program and Aeroplan's loyalty eStore. Pricing is unit-based, ranging from entry-level kids bags around $37.99 to premium expandable hardshell luggage around $380, with Afterpay available as a financing lever and no subscription model. The company is founder-controlled (Lyndon and Jamie Cormack), employs 251-500 staff, and is presently led by CEO Jon Hoerauf; it has raised at least one disclosed $60M growth round (2019) from Alliance Consumer Growth, Eurazeo, and HOOPP.

Name

Herschel Supply

Legal name

Herschel Supply Company

Website

https://herschel.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Herschel Supply is a Vancouver-based, privately held designer and global seller of backpacks, luggage, travel gear, and apparel, serving commuters, students, travelers, outdoor users, golfers, tech-forward professionals, parents, and kids through owned DTC sites, wholesale, and brand collaborations.

Ownership category

akta.pro rank

Product category

Bags and Luggage

NAICS

Textile Bag and Canvas Mills (314910), Luggage and Leather Goods Retailers (458320), Clothing and Clothing Accessories Merchant Wholesalers (424350), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Women's, Misses', And Juniors Outerwear (2330), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Golf Bags, Carts & Travel Gear Retail (CRAMAGAC), Travel Goods & Luggage Manufacturing (IMAOAHAC), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Handbags, Luggage & Travel Goods Wholesale (CRAOADAD)

Keywords

• Backpacks and bags
• Travel luggage
• Lifestyle accessories
• Golf travel bags
• Outdoor dry bags

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Bags and Backpacks: Core revenue stream from backpacks, totes, duffles, crossbodies, hip packs, messengers, and related bags for work, school, travel, and daily carry. One-time purchase model with broad price points.
2. Luggage and Travel Gear: Hardshell, soft-shell, and hybrid-shell luggage; travel bags; packing cubes; travel accessories. Entry into full travel category with Heritage Hardshell collection as centerpiece.
3. Outdoor and Sports Equipment: Golf bags, surfboard travel bags, dry bags, outdoor backpacks, and All Season product line for outdoor enthusiasts and adventure travelers.
4. Accessories and Apparel: Pencil cases, lunch boxes, laptop sleeves, wallets, caps, beanies, and apparel items. Complementary products to core bag category.
5. Kids Products: Kids backpacks, hip packs, crossbodies, duffles, and accessories sized for young travelers. Family-oriented product line.
6. Brand Collaborations and Licensing: Limited-edition collaborations with Minecraft, LEGO, HEINZ, Realtree, Peanuts drive premium pricing and create buzz around product launches. Both inbound licensing (using partner IPs) and potential outbound licensing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Herschel Supply Company Ltd. is a Canadian designer and global maker of backpacks, totes, duffles, crossbodies, hip packs, messengers, dry bags, diaper bags, golf bags, apparel, headwear, kids' bags, and travel luggage. The company designs its products in-house while manufacturing is outsourced to third-party suppliers in China, and it sells them through owned e-commerce sites, wholesale dealers, and global retail accounts.

Product overview

Herschel Supply is a lifestyle brand offering a diverse portfolio of bags, luggage, travel gear, accessories, and apparel. The product line centers on core bag categories (backpacks, totes, duffles, crossbodies, hip packs, messengers, dry bags, diaper bags, and golf bags) supplemented by luggage collections including Heritage Hardshell (70% recycled polycarbonate with Hinomoto wheels), Heritage Softshell, and All Season Hybrid Roller bags. The brand operates specialized sub-brands including Tech Division (laptop compartments, tech organization), Herschel Outdoor Equipment (ultralight, dry bags, surf gear), and Herschel Supply Golf (on-course bags, travel wheelies, accessories). Collaborations with Minecraft, LEGO, Realtree, Peanuts, and HEINZ extend the product portfolio into licensed lifestyle merchandise. Accessories include pencil cases, lunch boxes, laptop sleeves, wallets, and travel accessories, while apparel encompasses men's and women's clothing and headwear. The company maintains collections like Foundation, Cloudform, Quilted, and Nylon for differentiated styling. Herschel operates on a direct-to-consumer model with a Limited Lifetime Warranty across all product categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Heritage Hardshell Luggage Collection A luggage collection built with polycarbonate shells, aircraft-grade aluminum telescopic handles, and a butterfly trolley system, targeted at travelers who want durable hardshell carry-on and check-in bags.
• Heritage Softshell Luggage Softshell luggage positioned as a companion to the Heritage Hardshell Collection, designed for travelers seeking lighter soft-sided alternatives.
• All Season Hybrid Roller Bag The first Herschel roller bag built with All Season Outdoor Technology, intended as an outdoor-friendly rolling piece for travel.
• Herschel Outdoor Equipment Sub-brand of Herschel focused on outdoor-grade bags and gear, including dry bags and packs built for weather exposure and outdoor use.
• Herschel Supply Golf Sub-brand of Herschel offering golf-specific bags and travel products, with signature cart-strap pass-through functionality and premium materials.
• Tech Division Sub-brand of Herschel offering tech-forward bags, sleeves, and accessories engineered for device protection and organization.
• Herschel Kids bags and backpacks Kids-focused line of backpacks and bags sized for children, sold through Herschel DTC channels.
• Cloudform Collection A named Herschel collection of bags featuring cloud-like padded constructions.
• Nylon Collection A named Herschel collection of bags built with nylon materials.
• Quilted Collection A named Herschel collection of bags featuring quilted constructions.
• Backpacks Core Herschel category of backpacks for everyday, school, work, outdoor, and kids use, sold across DTC, wholesale, and retail channels.
• Totes Core Herschel category of tote bags for daily carry and shopping.
• Duffles Core Herschel category of duffle bags for gym, weekend, and travel use.
• Crossbodies Core Herschel category of crossbody bags for everyday carry.
• Hip Packs and Slings Core Herschel category of hip packs and sling bags for hands-free, compact carry.
• Messengers Core Herschel category of messenger bags for commuters and professionals.
• Diaper Bags Herschel diaper bags designed for parents and family use.
• Apparel and Headwear Herschel's apparel and headwear category, sold alongside bags as part of the lifestyle assortment.
• Herschel x Minecraft collection Limited licensed collaboration collection between Herschel and Minecraft, featuring co-branded bags and accessories.
• HEINZ x Herschel 'Travel With Taste' collection Limited licensed collaboration collection between Herschel and HEINZ branded as 'Travel With Taste'.
• Herschel x LEGO collection Limited licensed collaboration collection between Herschel and LEGO, featuring co-branded bags and accessories.
• Herschel x Realtree collection Limited licensed collaboration collection between Herschel and Realtree featuring outdoor camouflage patterns.
• Herschel x Peanuts collection Limited licensed collaboration collection between Herschel and Peanuts featuring Snoopy and Peanuts character graphics.

Quantifiable outcome

• Minecraft collaboration includes free in-game add-on expanding inventory to 442,368 items when fully stacked
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Minecraft (Microsoft/Mojang)coreStrategic or Co-development Partner · 1 July 2026Limited-edition collaboration featuring backpacks, lunch boxes, pencil cases, and accessories themed around Minecraft characters (Creeper, Enderman, Pink Sheep). Includes free in-game add-on for Minecraft Bedrock Edition that expands inventory capacity to 442,368 items when fully stacked. Targets both kids and adults ahead of 2026-2027 school year.
• Digital Brands Group (DBGI)coreTechnology or Integration · 28 May 2026Strategic AI and brand protection collaboration leveraging SECUR3D Inc.'s AssetSafe platform to protect Herschel from counterfeit activity. Initial scan identified counterfeit activity tied to estimated $500,000 in losses. Part of DBGI's broader brand protection initiative.
• HEINZ (Kraft Heinz)minorStrategic or Co-development Partner · 4 November 2025'Travel With Taste' limited-edition luggage collection featuring ketchup-red branding. Hardshell luggage made from 70% recycled polycarbonate with interior prints of ketchup packets. Available exclusively in Canada at launch, expanding to US.
• LEGOminorStrategic or Co-development PartnerHerschel x LEGO collaboration brings playful color and building-block inspiration to functional bags and accessories for everyday imagination. Features in dedicated collection on website.
• RealtreeminorStrategic or Co-development PartnerRealtree camo bags and accessories pairing iconic outdoor print with durable Herschel construction. Includes Heritage Hardshell Luggage in Realtree patterns.
• PeanutsminorStrategic or Co-development PartnerPeanuts-themed bags and accessories featuring classic Peanuts characters. Part of kids collaboration lineup.
• AppleminorOEM/ Whitelabel/ Licensing PartnerHerschel products included in Apple's third-party accessories program, offering exclusive Dark Cherry colorway accessories through Apple channels.
• AeroplanminorChannel Partner/ Reseller/ DistributorHerschel products available through Aeroplan eStore, allowing loyalty program members to purchase Herschel products and earn Aeroplan points.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• JanSport: Iconic American backpack brand owned by VF Corp with broad DTC and wholesale distribution. Direct competitor to Herschel in the everyday/student backpack category at similar accessible price points ($50-$120), making them the closest mass-market comparable.
• Eastpak: European heritage backpack and luggage brand with strong design DNA (and a 30-year warranty). Directly comparable to Herschel on product positioning, lifestyle aesthetic, multi-region DTC, and mid-priced premium backpack/travel bag assortment.
• Fjällräven: Swedish outdoor bag and backpack brand (Kånken as flagship) emphasizing design heritage, sustainability and lifetime warranties. Highly comparable to Herschel's lifestyle-meets-function positioning and outdoor expansion (All Season, dry bags, ultralight).
• Away (luggage): DTC-native premium hardshell luggage brand that pioneered direct-to-consumer carry-on pricing ($200-$400) and lifetime warranty. Direct competitive overlap with Herschel's Heritage Hardshell collection on category, channel, pricing and warranty hooks.
• Dakine: US heritage bag brand rooted in surf/snow/outdoor, now broadens into backpacks, travel and accessories. Comparable product grid (backpacks, duffels, dry bags, travel) and similar lifestyle-to-outdoor brand extension that Herschel is pursuing via Herschel Outdoor.
• Kipling: Belgian-designed global bag and accessory brand with playful/crested lifestyle aesthetic, multi-category assortment (backpacks, totes, crossbodies, luggage) and similar mid-market price points. Comparable to Herschel on category breadth and demographic targeting.

Broad incumbents

• Samsonite: World's largest luggage manufacturer with global retail/wholesale dominance across hardshell and softshell suitcases. Broad incumbent competing across Herschel's new Heritage Hardshell launch, Tumi sub-brand owns the premium North American niche, and the scale advantage is the main competitive backdrop.
• Tumi: Premium global luggage and business-bag brand (now under Samsonite) targeting business travelers - the same tech-organization, trolley-sleeve use case Herschel's Tech Division addresses. Highest-end comparable on premium hardware pricing and warranty positioning.
• Osprey Packs: Heritage American outdoor pack and travel-bag specialist with strong lifetime-warranty reputation. Comparable to Herschel's Outdoor Equipment and All Season lines on performance, durability positioning and direct-to-consumer/backpacker distribution, though more outdoor-specialist.

Emerging players

• Cotopaxi: Certified B Corporation outdoor and lifestyle bag brand with sustainability and limited-edition drop model. Emerging/values-aligned peer to Herschel Outdoor and the All Season line on sustainability messaging, recycled-materials construction and storytelling-led growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Herschelsupply
• YouTubeyoutube.com/HerschelSupply
• Facebookfacebook.com/HerschelSupply
• Instagraminstagram.com/herschelsupply

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Herschel Supply