OUR STORY

HOW ABUNDANT BAG CO BEGAN

Most brand stories begin with a spark of inspiration.
ABUNDANT BAG CO did not.
It started in my laundry—between two kids, a pile of towels, and yet another bag ruined by leaking drink bottles and open sunscreen tubes.

Before creating ABUNDANT BAG CO, I worked for years as a yacht stewardess—folding luxury towels, polishing champagne glasses, and making holidays look effortless. I loved the sunshine, the travel, and the rhythm of the job, but the perfection was exhausting. Fast forward to life in Adelaide with two young children, and my days became school runs, beach trips, errands, and all the beautiful chaos in between. But I still couldn’t find a tote that actually kept up.

Everything looked stylish but broke quickly, or lasted forever but looked like a gym bag. I just wanted something that was practical and beautiful.

THE SPARK BEHIND ABUNDANT BAG CO

One sandy afternoon, I came home from the beach, shook out my “nice” bag, and watched half the shoreline fall onto the laundry floor. Frustrated, I said out loud:
“I need a bag I can throw in the wash and not care.”

That was the moment ABUNDANT BAG CO truly began.

I started sketching, researching materials, contacting manufacturers, testing linings, and asking real mums what they wished their bags could do. I didn’t want to chase trends—I wanted to solve a real, everyday problem. A bag made for sunscreen spills, soggy swimmers, sandy towels, snacks, and everything else that comes with a full, abundant life.

THE REAL BEHIND-THE-SCENES WORK

The first samples were far from perfect. Colours were off, fabrics felt wrong, and stitching didn’t hold. But every failure clarified what mattered most for ABUNDANT BAG CO:

• Bold, joyful stripes

• Soft terry towelling that feels nostalgic yet fresh

• Space for everything

• And most important of all: machine washable

Because when life is overflowing with kids, errands, beach days, snacks, and surprises, you need a bag that can survive it all.

WHY THE NAME “ABUNDANT”?

Late one night, while wondering if anyone would even buy this bag, the word abundant came to me. I realised abundance isn’t about having more—it’s about appreciating what we already carry.

That’s the heart of ABUNDANT BAG CO:
Celebrating the fullness of everyday life—love, colour, chaos, community—and having a tote big enough, strong enough, and joyful enough to hold it.

ABUNDANT BAG CO TODAY

Now, seeing women across Australia (and beyond!) use their Carry-All Totes for school drop-offs, beach adventures, travel days, gym runs, and everyday errands feels surreal. Every message that says “finally—a machine-washable bag” brings me right back to that moment in the laundry, shaking out sand and wishing for something better.

ABUNDANT BAG CO continues to grow, learn, and evolve, but our mission stays the same:
To design bold, practical, machine-washable bags for women who carry it all—and still choose colour, joy, and confidence every day.

If you’re new here, welcome.
You’re part of this abundance now. 💛

With love,
Serena
Founder, ABUNDANT BAG CO