On a hot summer day at a community pool in Charlotte, North Carolina, one accessory stood out among the typical beach and pool gear: the Bogg bag. Distinctive for its rubber-like material, boxy shape, and hole-punched sides, the Bogg bag has become a familiar sight on beaches, at pools, and along the sidelines of children’s sporting events, particularly across the southeastern United States.

The Bogg bag, made from molded ethylene vinyl acetate (EVA), was designed by Kim Vaccarella, a former commercial real estate lender from New Jersey. Frustrated with traditional beach bags that would collapse or stain, Vaccarella sought a durable and practical alternative. Inspired by her sons’ Crocs footwear, she conceptualized a sturdy tote that combined the material’s resilience with functionality. The first sample was produced in 2010, and the bag officially entered the market in 2011.

Available in three sizes—Original, Baby, and Bitty—with prices ranging from $60 to $100, the Bogg bag comes in a variety of bright, playful colors with names such as “Orange You Glad” and “Turquoise and Caicos.” Its flat base, fixed sides, and tyre-like grooves allow it to hold its shape and stand upright, traits that users say set it apart from traditional fabric or mesh bags. “You can put it on the floor, it doesn’t lose its shape—and at the end of the day, after snacks melt or drinks spill, you can just hose it off,” Vaccarella explains.

Despite an initial perception that the bag was unattractive, its durability and utility have won over many users. One customer who relocated from New Jersey to South Florida described how she moved from skepticism to enthusiasm, purchasing a Bogg bag in a vivid lilac shade and appreciating its practicality. "I still know in my heart it's ugly," she said, "but it's wonderfully utilitarian."

The Bogg bag ecosystem has expanded to include modular accessories called Bogg Bits, which allow owners to customize their bags with snap-on charms, phone holders, beverage caddies, and dividers. Two of the top-selling add-ons in 2025 were the Boggs N’ Ends organizer pouches and the food and drink tray topper named Top o’ the Bogg to Ya.

Vaccarella notes that she initially pitched her design to Crocs, a company known for their similar EVA material shoes, but was turned down. A few years later, Crocs approached Bogg about collaboration and subsequently introduced their own bag line, though Vaccarella emphasizes that most retailers remain loyal to Bogg.

The company has seen steady growth, with sales reaching approximately $140 million in 2025 and recently celebrating its millionth order on Shopify. However, Bogg also faces challenges due to its manufacturing primarily located in Vietnam, Cambodia, and China, which has exposed the company to tariff expenses and supply chain disruptions linked to the Strait of Hormuz closures and Panama Canal delays.

Looking ahead, Bogg plans to diversify its product line with offerings such as commuter bags, backpacks, and a canine carrier humorously named the Dogg Bogg. Following a successful partnership with the toy subscription brand Lovevery, Bogg is also preparing to initiate shipping to the United Kingdom by the end of August 2026.

Vaccarella acknowledges the unusual nature of the brand’s name, which coincides with British slang for a toilet, but she remains unbothered: "At least it’s washable," she says with a smile.

The Bogg bag’s rise illustrates a niche product’s potential to capitalize on a combination of practicality, durability, and customization, securing its place as a staple accessory among summer enthusiasts in America and beyond.