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Why Bogg is moving away from its signature EVA beach bag

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Why Bogg is moving away from its signature EVA beach bag

Bogg is diversifying beyond the beach as it works to win over commuters, athletes and travelers.

The brand, known for its colorful and washable totes, is debuting a new bag this month called the Go Tote. Developed from customer feedback, the Go Tote comes with a zippable top, a crossbody strap and a laptop pocket. The bag is made out of a soft-touch material, with an EVA foam rubber base. The Go Tote comes in three sizes retailing for $90, $120 and $150, respectively.

The innovation comes at a time of growth for Bogg, which was founded in 2008 and relaunched in 2013. The company has earned a cult-like following in the last few years, largely thanks to social media, and has surpassed $400 million in lifetime sales. Bogg is now on track for record revenue in 2026; approximately 40% of its sales come from retail partners, with the remaining 60% from DTC and Amazon. Bogg sold 2.2 million bags in 2025. In July, it entered Urban Outfitters and Anthropologie, bringing the total number of U.S. locations where customers can find its products to more than 7,000. 

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