R. Riveter Discusses Its Evolution as Storyteller – WWD


Created greater than a decade in the past by army wives, Lisa Bradley and Cameron Cruse, R. Riveter is all about enhancing the lives of busy, genuine ladies. And which means delivering well-made, American purses created by army spouses — offering them with a versatile employment alternative that may be finished wherever deployment takes them.

R. Riveter’s distinctive designs stem from the mantra that the corporate embodies success via exhausting work. With every riveter (staff are named after Rose the Riveter) doing their half in assembling merchandise, the mission has been achieved repeatedly via the fingers of every employee.

With a rising neighborhood, the corporate goals to encourage and be impressed. Having grown and advanced, at the moment, R. Riveter presents candles, attire and hats along with its signature purses, providing its customers extra methods to honor the ladies in historical past who’ve made an affect and adjusted the world. Every purse is given a reputation that represents a girl of historical past with their story advised on the product web page for the patron to soak up.

Right here, Bradley and Cruse communicate to WWD about rising their enterprise, reaching genuine ladies and offering a neighborhood.

WWD: How has R. Riveter continued to develop and evolve since first coming into the market?

Lisa Bradley: It looks like a very long time. It’s humorous as a result of a few of it feels the identical as a result of we’re nonetheless on the trail of offering cell taxable earnings and assets for army spouses, however we’ve additionally launched new product strains. And with that, we’ve stuffed out the general R. Riveter signature look. We have now launched a handful of latest luggage that we’re even having bother retaining in inventory.

We’re wanting ahead to some actually enjoyable and stunning issues within the new 12 months too, the place we will have a a lot bigger affect for army households and spouses and girls who’re beginning their very own companies. We launched wholesale in January of this 12 months and are actually in smaller boutiques and a few bigger, extra conventional wholesale accounts.

There’s a lot on the horizon.

Cameron Cruse: We really had a giant initiative over 2020 to maneuver to a a lot bigger manufacturing facility as a result of we grew like loopy after “Shark Tank.” We wanted to extend the power for army spouses to have the ability to make these textile items from dwelling so we invested in loads of tools and it’s an entire new manner that they obtain the components and items now. It’s a very cool replace.

WWD: As the corporate has grown, how have you ever continued to offer riveters with a way of possession over their work?

L.B.: For us, anyone is mostly a riveter in their very own proper. We have now a primary and final identify but in addition give them a riveter quantity. Once we began the corporate, having the ability to have a piece alternative and have that capability to do that was actually essential for us and we wish them to take possession of their half at each part. We’re placing that quantity on the work we do to provide possession.

C.C.: One factor that we knew simply from being army spouses who have been shifting round was that we have been battling an underlying identification disaster. Typically you hit a stage of your life and also you thought it was going to be a sure manner and also you notice it’s not what you had deliberate. We leaned into that feeling and requested how we may make one of the best of what we had been out in the course of nowhere and transferred each three years by the army. And the way may we offer one thing for different individuals? It’s been a protracted sequence of listening.

We’ve been capable of see it turn into a instrument for different army spouses and it’s contagious. Not solely can we offer cell, versatile earnings which is the final word aim of what we’re making an attempt to do, however we’ve seen different individuals step up as a result of they’ve seen that we did it.

At first, all people thought we have been somewhat bit loopy to start out a purse firm in the course of nowhere however then it began to take off and we had some success in order that different ladies round us realized that it was doable. There are loads of ways in which we will present that empowerment and that type of inspiration has been a part of it.

WWD: To that finish, how would you say R. Riveter has fostered a neighborhood each with the riveters and a bigger client base?

C.C.: At first, all people thought we have been somewhat bit loopy to start out a purse firm in the course of nowhere however then it began to take off and we had some success in order that different ladies round us realized that it’s doable. There are loads of ways in which we will present that empowerment and that type of inspiration has been a part of it.

L.B.: Sticking collectively as a neighborhood is de facto essential. We actually imagine in being there for one another and that our biggest superpower is working with different ladies.

R. Riveter Lucy zipper pouch.

Cait Rose Images

WWD: After getting your begin in purses, how have you ever checked out what different classes to step into?

C.C.: We realized during the last 12 years that we love making luggage and equipment for busy, genuine, empowered ladies so we simply mentioned “What does she want subsequent?” So we go from canvas and leather-based to nylon and leather-based as a result of she needs that sturdiness and that resilience and one thing that she will take along with her regardless of the place she’s going type of rain, snow, every little thing. It’s actually about making an attempt to see into the long run about what she might be on the lookout for in her subsequent success story.

WWD: What’s your relationship with the patron? The place do you attain them most?

L.B.: Phrase of mouth has been large for us as a result of we’ve got an empowering story. While you see two ladies cross paths with an R. Riveter bag, they immediately know that there’s extra underlying in why they purchased the bag not solely to empower the neighborhood of ladies which might be part of R. Riveter but in addition to assist different ladies as a result of it’s actually for ladies by ladies. That’s an enormous a part of our communities rising organically.

And social media has been an excellent place that individuals go and discover that neighborhood and discover out what’s coming subsequent. We even have a retail retailer in North Carolina and it’s a spot the place we do loads of product testing and discovering out what individuals need subsequent.

WWD: How have you ever labored with different corporations like Jeep in collaboration?

C.C.: Our fourth launch of the collaboration with Jeep got here out in October. There’s loads of synergy. Jeep was seeking to rejoice a small female-owned enterprise however there’s additionally a synergy within the historical past of Rosie the Riveter and Jeep being born on the earth wars. It’s been unbelievable to look at the fervour of Jeep followers and see that come to life.

As a lot as we will we attempt to keep genuine to our model DNA and with Jeep, there’s a side of journey that we introduced out and leaned into somewhat bit extra due to the character of the Jeep model.

WWD: Can customers sit up for extra collaborations sooner or later?

C.C.: We have now some launching in early 2024.

WWD: What’s your favourite vacation present merchandise from R. Riveter?

L.B.: We lately launched a sequence of baggage that say “you may change the world.” To me, that’s my final favourite not solely as a result of it’s our new nylon, however it additionally has an excellent guitar strap on it so it form of pops. It has a message on it that I need everybody to have the ability to carry.

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