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Brands Briefing: Shoulder bags and TikTok Shop are powering Vera Bradley’s latest turnaround

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Brands Briefing: Shoulder bags and TikTok Shop are powering Vera Bradley’s latest turnaround

Vera Bradley says its second turnaround plan in two years is finally moving the needle.

This summer, the 44-year-old accessories brand reported its first quarterly revenue growth in nearly five years. The success stems from efforts tied to “Project Sunshine,” a 2025 plan to reverse slumping sales, restore profitability and better resonate with young shoppers. As part of “Project Sunshine,” Vera Bradley has returned to its roots as a whimsical, colorful accessories company. It has also zeroed in on shoulder bags, developed personalized bag charms, and invested in social and digital channels such as TikTok and Instagram.

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