This Is Ground Looks to Opportunity in Women’s Market

ORGANIZATION FOR ALL: Downtown Los Angeles accessories firm This Is Ground is looking to broaden its customer base.
The leather tech and travel accessories company, known for its cord taco (a chic way of keeping tech cords and cables neatly stored), is expanding its color palette and product offering in a bid to focus on the women’s market.
“This is Ground has been around for a couple of years now and Mike [Macadaan], the chief executive officer and founder, has really been focused on keeping it unisex, but with that we miss an opportunity for creating handbags that are generally for women,” said women’s creative director Heather Lipner.
The introductory rollout with women’s totals four stockkeeping units and includes a large handbag retailing for $695, a tote fit for a laptop ($495), travel jewelry case ($175) and wallet ($195). All are fitted on the inside with pouches, zippers and other features to keep pens, cords, phones, papers and everything else neatly stowed.
“The interior of all products are designed to keep everything uber organized,” Lipner said. “I kept the soul of This Is Ground, but I created a body that was much more feminine.”
This Is Ground is sold in about 50 retailers with its

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Source: Women’s Wear Daily
This Is Ground Looks to Opportunity in Women’s Market

This Is Ground Looks to Opportunity in Women’s Market

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