Bellroy
Australia
Bellroy is a Melbourne-based maker of slim wallets, bags and everyday carry accessories. It is a certified B Corporation and says it sold its first wallet in 2010.
| Founded | 2010 (company site) or 2009 (Wikipedia) |
|---|---|
| Chief executive | Lina Calabria (per Wikipedia) |
| Headquarters | Melbourne, Australia |
| Certification | B Corporation (since 2015) |
| Website | bellroy.com |
What is Bellroy?
Bellroy is an Australian brand that designs wallets, bags and tech accessories. It is based in Melbourne, in a converted chocolate factory in the inner suburb of Fitzroy, which it moved into in 2014.
History
Bellroy's own site says it sold its first wallet in 2010, while Wikipedia gives 2009 as the founding year, so sources differ. Co-founders named include Andy Fallshaw (founding designer), Lina Calabria, who is CEO, and Matthew Fallshaw. Wikipedia lists Hadrien Monloup as a further founder.
Products and positioning
Products include wallets, travel wallets, phone cases, work accessories, bags and luggage including backpacks, tech accessories, pouches, packing cubes and key holders. The brand positions itself in the premium, design-led end of everyday accessories.
Business model and distribution
Bellroy sells through its own online store and through more than 1,200 independent stockists worldwide, according to its site. Huckberry was its first international retailer, and it ran a collaboration with Barneys New York. Wikipedia says it partnered with the growth equity firm Silas Capital in April 2019, and lists the company as private.
Sustainability
Bellroy was certified as a B Corporation in 2015 and recertified in 2018. It committed to leather from tanneries with a gold rating from the Leather Working Group in 2015 and introduced woven fabrics made from recycled plastic bottles in 2019.
Why it matters
Bellroy is a documented example of a direct-to-consumer accessories brand that added wholesale partners while keeping a certified sustainability position.
Frequently asked questions
Where is Bellroy from?
Bellroy is from Melbourne, Australia, where it is headquartered in the suburb of Fitzroy.
Is Bellroy a luxury brand?
Bellroy is better described as a premium design-led brand than a luxury one. It sells wallets, bags and accessories through its own site and independent stockists.