The Short Version

In 2011, we set out to build one really good bag — tough enough for the beach, the soccer sideline, the grocery run, and everything in between. No fuss, no fragility. Just a bag that held up.

Fifteen years later, it’s grown into a whole system — the same bag, just more of it. More colors, more accessories, more people carrying it through more of their actual lives.

Still the original. That’s the whole story.



15 Years In The Making

2008

THE SPARK OF AN IDEA

While vacationing at the Jersey Shore, Founder and CEO, Kim Vaccarella struggled to find a large, durable beach bag that wouldn’t tip over.

Inspired by the lightweight, washable EVA foam material of her kids’ shoes, she sketched out a design.

2011

A MAJOR SET BACK

Kim manufactured the first bags using her children’s college savings. In 2012, a shipment of 1,200 arrived entirely defective — black streaks through the foam. She shelved the business.

2012

A VESSEL OF HOPE

Hurricane Sandy tore through the Jersey Shore — the same coastline where Bogg started.

Kim loaded up whatever bags she had and got them into the hands of families who’d lost almost everything.

2013

MAKING A COMEBACK

A year after the storm, families who received the donated bags began emailing her asking where they could buy more.

Realizing the demand was real, Vaccarella secured a $120,000 investment from a coworker and officially re-launched.

2016

THE POINT OF NO RETURN

Still working her day job as a commercial real estate controller, Kim managed the brand as a side project. Driven purely by word-of-mouth and grassroots Facebook marketing, the company crossed $1 million in annual revenue for the first time.

2020

LOYAL TO SMALL BUSINESS

When pandemic lockdowns hit in 2020, Kim watched small boutique owners — the same stores that had believed in Bogg from the beginning — panic about going under. She could have cut them out and sold direct for higher margins. Instead, she kept sending them inventory and held pricing steady, because they’d shown up for her first.

2022

THE COMMUNITY

It became an organic sensation across TikTok, Instagram, and “Peloton Moms” Facebook group.

Nurses also heavily endorsed them because the EVA foam could be completely sprayed down and sanitized.


2024

RETAIL EXPANSION

Bogg transitioned from a boutique item into a mainstream powerhouse, now sold in over 9,500 retail stores nationwide, including Target, Nordstrom, Dick’s Sporting Goods, and Bloomingdale’s.



2026

PRESS & AWARDS

Fifteen years after a foam sketch on a kitchen table, Bogg has been featured on Bloomberg, Today, and in Forbes. Kim’s taken the stage at SXSW and Women in Retail to tell the same story she’s telling here — no shortcuts, just one bag that worked.