What makes this bag different from other genuine leather sacoches! The reason why sacoches made by leather brands with care are so popular!

2024/02 HushTug Editorial Department

I think many people carry a shoulder bag or a sacoche when they go out.

Sacoches are popular because they allow you to easily go out with just a few belongings, but did you know that a sacoche made by a certain leather brand is currently selling like hotcakes?

The secret behind HushTug's popular sacoche

My name is Nakajima and I am in charge of product planning at the leather brand HushTug.

This is a sacoche that was released by HushTug in July 2022, and as mentioned above, we are grateful to say that a great number of people have purchased it.

During the initial sale , over 300 units were sold in just a few days, and the product received many positive reviews.

It may sound like I'm just bragging about a product I made, but I'm not bragging!

Because this sacoche

"A sacoche that was born from a group of customers coming up with ideas and that the customers themselves really wanted."

That's it.

-How was the ideal sacoche created?
-What is the difference between this and a regular sacoche?

I would like to reveal the secrets of this popular sacoche.

The Sacoche project has begun! However, there is a "problem"...

When I plan a HushTug product, I usually start by imagining, "If I were to use one, I'd want something like this..."

Of course, we also research other products, but we also rely on our own and other employees' intuition to create a product that is uniquely HushTug.

We asked our employees for their opinions and decided to start planning the Sacoche in 2022.

Of course, there were a variety of opinions.

But when we talked to them, we found that none of them had ever bought a sacoche before, and had hardly ever used one...

A sacoche that fulfills 100% of the "opinions of those who want it"

So we came up with the idea of collaborating with customers who really wanted a sacoche .

When we reached out to customers who had previously purchased HushTug products, many of them immediately offered to help.

More than 10 people, some of whom participated online and some who came in person, gathered at the planning meeting and shared their opinions about the kind of sacoche they really wanted.

Planning meeting with the client

・Simple design is good
-Size that can hold a wallet and small items
- It is better if it can be closed with a magnet

We received a lot of feedback like these, and it got me and the other HushTug employees excited, thinking, "This could make an amazing sacoche..."

The sample is complete! But more problems arise

A few weeks later, the sample (prototype) was completed.

By incorporating a variety of opinions, we were able to create a highly functional and complete first sample.

However, despite its level of completion, there was a long period of silence at the internal meeting where the sample was unveiled...

The problem wasn't that they had made a bad product, but that it was a good product but too expensive.

Although it was a genuine leather product, it was a small bag like a sacoche, and at a price of over 20,000 yen, we didn't think it was a product that met the customer's ideal.

What customers really wanted

The more features you pack in, the higher the price will be.

I need to narrow it down to just the important parts...

Thinking about this and recalling my conversations with customers, I realized there were three important things they all wanted in common.

- Simple design - High-end feel - Low price

We can't accommodate every opinion, but we will create something that fulfills these three requirements 100%.

"An extremely simple genuine leather sacoche that feels worth over 20,000 yen but can be purchased for about 10,000 yen."

That was the moment when a clear concept was formed.

After making many samples, we finally created the "ideal sacoche."

Although the concept was in place, the road to realizing it was a tough one.

If you want to make a high-quality product using genuine leather, the price will be higher.

If you actually look into it, you'll find that it's not uncommon for a similar sacoche made from sturdy genuine leather to sell for over 30,000 yen .

How can we lower the price while maintaining ease of use and luxury?

We spent hours talking, brainstorming ideas, and making samples over and over again.

This is the result of that process: the sacoche shown here.

To be honest, there were so many setbacks and hardships that it's impossible to list them all in this article, but in the end we were able to complete a product that we can proudly release.

The number of pre-orders was unprecedented for the first sale! 95% of the orders were favorable, and the product quickly became a hit.

However, we still feel anxious because we won't know until the product is released whether customers will actually like it.

However, when we announced the product mainly to customers who had previously purchased it, over 300 people requested reservations within just a few days, and most of them ended up purchasing the product when it was released.

Furthermore, most of the reviews from customers who have purchased the product are highly rated, with over 95% giving it 4 stars or more .

Actual reviews
(You can slide it sideways)

Also, when we talk to our customers, they seem to be particularly satisfied with the "good value for money ."

Normally, products are produced in factories and then shipped through several other companies before reaching customers, but HushTug manages everything from production to sales in-house, allowing us to offer genuine leather at affordable prices.

What's more, it comes with peace of mind support that allows you to return or exchange the product free of charge for any reason within one month of purchase, no matter how much you use it .

HushTug products are not sold in department stores or shops, so they can basically only be purchased through our online store.

・I want to try a genuine leather sacoche, but I don't know if it will suit me...
・I'm worried about buying online in the first place because the product might be different from what I expected.

For such people, we would like to reiterate that "for any reason, no matter how much you use the product, you can return or exchange it free of charge within 30 days ."

Since returns are free, you can't go wrong, so if you're considering buying a sacoche, be sure to give it a try.