Singapore Series – episode 2 – Crumpler; Single Minded Hero
While cruising through a local Singapore mall I noticed many students with their Crumpler bags. As seen below:
They make cool bags. I knew the brand was doing well. I own a Crumpler and on any given Saturday in Melbourne Australia, their store is packed with people from around the world buying their super terrific bags.
I’ve since found that Crumpler is now in 19 countries. They have 3 stores in Singapore – the locals love them.
Here’s the thing that’s really cool: Crumpler was started by – two Melbourne bike couriers Dave & Will in 1995. Who deserve all the success they get. Simply because they created a product which is hand crafted & brilliant. Upon success, they didn’t fall into the trap of product range expansion. They stuck with bags. They stayed with their single minded proposition, and remained the experts in their specific category – Satchels & bags. They haven’t even extended into luggage. This is how power brands are built. By being experts. By focusing on a micro niche. Even when you’re a startup.
They just kept doing what they do, and expanded geographically. You can read more about them here.
Be like Crumpler.