Allison Brown, an MBA candidate at Northwestern University’s Kellogg School of Management, wanted a comfortable, yet stylish backpack that could carry her belongings from school to work. Cara Maresca and Kristina Moore, also MBA candidates at Northwestern, were also displeased with fashionable mid-tier and designer backpacks which were uncomfortable and fell apart. Tired of searching for the perfect bag that carries everything, Maresca and Moore teamed up with Brown to co-found Cariset, an Evanston-based fashion startup.
In May, Cariset won first place in Northwestern University’s 2018 VentureCat competition in the business to consumer category, securing the $5,000 that enabled the startup to start its first production run. Now, the startup will officially send out its first set of pre-ordered backpacks this fall.
“I think a lot of women are switching to backpacks because they carry so much during their day, and … it’s bad for your shoulder to carry heavy totes,” Brown said. “For me, a cute, functional backpack that was professional-looking enough that I could bring it wherever I go was something that … we had all looked for. And we just didn’t think they existed.”
The Cariset bag went through seven prototypes before the company landed on the eighth version of the bag, tweaking details like the logo and straps along the way, Brown said. The current iteration of the bag, a black, leather backpack with gold zippers and buttons, features a bottom waterproof compartment for carrying food, beverages or gym clothing, a laptop pocket, and other compartments for holding knickknacks and valuables. Cariset currently sells the bag on its site for $375.
“Now, women are doing more than ever,” Brown said. “Women are working. Women are going to the gym. Women are raising their families. All of these things are combining in this moment where women—they need something more than just a pretty purse.”
Aside from providing production funding, the VentureCat competition helped them concisely summarize their pitch and connect them with other contest judges and investors who have offered introductions and given valuable advice. For now, the startup is not actively seeking funding, opting instead to steadily grow its business first, Brown said.
Cariset doesn’t plan to add ports to charge electronics to its bags in the near future, Moore confirmed. Going forward, the company is working on new products, styles and different bag colors to its line, Brown said, adding that the company is focused on successfully executing its first product launch.
“The coolest part of this process has been hearing from women… who are saying, ‘I’ve been looking for this for years!'” Maresca said. “To see that customer feedback and that we’re solving a real problem for women, it’s really cool.”
