Official SS15 Blogger – The Cambride Satchel Company Talk

The Cambridge Satchel Company Talk

Synonymous with style, The Cambridge Satchel Company has been producing classic satchels, totes, backpacks and trunks in rainbow-popping colours since 2008. The brand has achieved global recognition and is regularly paraded by celebrities such as Taylor Swift and Tanya Burr.

While innumerable versions of Julie Deane's success story have been told, a collective truth prevails; Deane's entrepreneurial determination to succeed in business. A determination that resulted in The Cambridge Satchel Company, a multi-million pound business that has recently received $21 million investment from Index Ventures.

Introduced to the audience by the eloquent and fabulously stylish Antonio O'Brien, Deane radiated warmth, wit and passion for her brand.

O'Brien intuitively opened the discussion with questions that traced back to the launch of The Cambridge Satchel Company. As Deane explained the circumstances (owing largely to a bullying incident at her daughter's school), it became apparent that her determination to establish a successful business was borne out of a need to protect and provide for her children. Her unfaltering dedication was the very embodiment of the well-known truism “there is no greater warrior than a mother protecting her child” (N.K Jemisin). And so with a budget of £600, Deane compiled a list of ten viable business ideas that could be started before settling on a satchel company. 

The major developments and obstacles that The Cambridge Satchel Company navigated were then discussed. After finding a leather supplier, Deane set about creating a prototype and promoting her brand through multiple avenues of marketing. The next step for Deane was to engage with her customers. She sought reviews of the satchels hoping to add credibility to her fledgling business and luckily, this resulted in a mutual beneficial relationship between Deane and fashion bloggers. Relentless advertising soon led to a rise in the satchel's popularity and unprecedented success at New York Fashion Week 2011 enticed retail giants Bloomingdales and Saks to bring this “Brit-It-Bag” Stateside.

While Deane was committed to harnessing British craftsmanship in the production of her satchels, strict health and safety regulations proved a frequent deterrent and finding a reputable British manufacturer that could produce more than 150 bags a week proved a real challenge. However, welcome relief from the production headache soon presented itself in the form of a Leicester-based manufacturer.

Unfortunately for Deane, this didn’t alleviate the discomfort but instead triggered a migraine. Exact replicas of Deane's bespoke satchel were produced by this manufacturer and sold on behalf of another company. Fiercely protective of her brand, Deane sought legal advice and the situation was eventually resolved in an out-of-court settlement. Undeterred, Deane has now established her own manufacturing factory in the UK.

There were also some incredibly poignant moments in the interview such as when Deane discussed her mother Freya's role in the company. Freya, who works almost every day, reads each order that The Cambridge Satchel Company receive and not only instructs staff to take extra care when there is a particularly important sentiment attached but also personally writes the messages. As Deane so eloquently noted, Freya instinctively keeps humanity and kindness alive in the business.

Deane also spoke enthusiastically about the role that her children play in the business. Max, the dynamic ideas-man continues to blaze a trail for the development of the 'batchel' (satchel for men!) while Emily, unassuming and diligent works tirelessly on the production line. It was a truly, touching insight into family life at The Cambridge Satchel Company.

Bagging no less than ten awards including 'Manufacturer of the Year 2014', 'Great British Export Entrepreneur 2013' and 'The Queen's Award for Trade 2013' – The Cambridge Satchel Company has truly gaining the recognition it so deserves.

O'Brien neatly wrapped up the interview by asking Deane about her plans for the future and unsurprisingly, the sky is the limit for this dynamic entrepreneur. Deane's next stop is China and from there, who knows? Vehemently protective of her brand, Deane is determined that global expansion will not raise prices or reduce quality. She is also determined to ensure that her target audience remains as wide as possible as “there is no age barrier to a stylish product”. Deane absolutely captivated her audience in the talk and undoubtedly her reputation as a prolific fashion entrepreneur is very well-deserved.

After the talk, I just had to visit The Cambridge Satchel Company pop-up shop so I could view the newly-released 'Peanuts' collection. Snoopy. Charlie Brown and the gang immortalised onto Cambridge Satchels just exemplifies how dynamically Deane and her team work. In the shop, I was incredibly fortunate to meet Deane who happily posed for a photograph.

If, as Charlie Brown sagely remarked “Happiness is anyone and anything that's loved by you” then surely The Cambridge Satchel Company is Deane's happiness fountain and I can only wish her every continued success on her remarkable journey.

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