Founded in 2017 in Antwerp, Belgium, the bag brand KAAI was established by Ine Verhaert and Helga Meersmans to propose a new approach to bag design that seamlessly combines “beauty” and “functionality.” Their innovative vision has garnered enthusiastic support from many women. In this OSF feature, we explore the story behind the brand’s creation and uncover its unique appeal, vision, and passion through an interview with the founders.
Turning the need for organized luxury into KAAI
The inspiration behind KAAI lies in the real-life experiences of its founders, Ine and Helga, as busy professional women. Before establishing the brand, they thrived in C-level careers in fashion and retail, leading fast-paced demanding careers. Both of them frequently traveled to London for work, during which they began to notice a glaring issue with women’s bags.
“The bags carried by women professionals were often either overly masculine in design or leaned heavily toward a sporty style,” Helga recalls. “I couldn’t help but wonder, ‘Why are women forced to choose between these options just because they are working professionals?’ That question sparked the idea. If such a bag didn’t exist, why not create one ourselves—one that combines beauty and functionality in a professional design?”
At the time, the market offered either luxury handbags or functional business bags, but not a combination of both. Inspired by this gap, Ine and Helga embarked on their journey to create professional bags that catered to women’s needs without compromising style.
The design success lays in co-creation
Born from the founders’ own experiences, KAAI’s bags have captured the hearts of countless modern women across Europe and North America. The secret lies in the brand’s meticulous product development process. During the initial design phase, Ine and Helga conducted extensive interviews to understand the specific needs of multifaceted women.
“Many women shared a common frustration—they struggled to find their keys or smartphones inside their bags,” Helga explains. “To address this, we incorporated dedicated pockets and other smart features like a key leash and bottle holder into our designs.”
Indeed, traditional tote bags often lack sufficient internal organization, leaving small items scattered. KAAI’s bags, however, go far beyond simply accommodating laptops and iPads. They feature multiple thoughtfully designed pockets for essentials like pens, lipsticks, and other small items women need throughout the day. The attention to detail is so remarkable that many customers find themselves genuinely impressed upon first using the bags.
By listening intently to the voices of real users and faithfully translating their needs into design, KAAI has created bags that are indispensable for today’s busy women. They are not just accessories but practical and stylish companions—truly embodying the ethos of “Bag Made by Women for Women.”
A Fusion of Beauty and Functionality
Ine and Helga have infused KAAI bags with a commitment to not only functionality but also timeless beauty. It took them a year of interviewing women, prototyping and finding the right suppliers and manufacturers.
Reflecting on the journey, Ine shares: “This year wasn’t just about finding the right materials—it was a series of trials to bring KAAI’s vision to life. But those efforts have culminated in the KAAI bags we have today. We are proud to deliver products where the finest materials and our passion come together seamlessly.”
Crafted from premium Italian leather, these bags are celebrated for their smooth texture, sophisticated finish, and exceptional durability. They exude a sense of understated luxury, elevating the experience of carrying them.
What truly sets KAAI bags apart is the meticulous attention to detail in their design. Opening the zipper unveils a stunning emerald-blue lining—a bold yet refined contrast to the understated exterior tones. This juxtaposition of vibrant inner beauty against a classic, professional outer design embodies the perfect balance of chic style and practicality.
Becoming an international brand: USA expansion
Today, KAAI has established a strong presence in Europe. With over 15 retail locations and two flagship stores In Belgium and presence in Switzerland, the Netherlands, France, Germany, and the UK, through both physical stores and online platforms. Building on this European success, KAAI ventured into online sales during the COVID era, paving the way for its entry into the U.S. market. Additionally, being featured in a luxury online magazine as one of the “Top 15 Work Bags” further boosted the brand’s visibility and captured the attention of American consumers.
Since October 23, the brand is really focusing on accelerating its growth by partnering with relevant brands, boutiques, women communities and local influencers/celebrities. “Having the first physical touchpoint on Broome street in NY allowed us to offer a more 360° experience to our NY-based fans & customers,” says Ine.
After a collaboration with M.M.LaFleur last year, the brand will run a pop-up at the GOOP store on Bond St. on March 14 and 15. Especially with a team member located in NYC, they’re excited for the events and collaboration to come in 2025.
As in other countries, KAAI’s iconic design, the Pyramid, has become the bestseller in the U.S. These versatile bags are designed to accommodate up to 15.6-inch laptops, making them ideal companions for commuting, business travel, or any occasion where practicality and style are essential.
“The Pyramid, in particular, resonates with active women because of its zippered top, which ensures security, and its organized interior, which aligns perfectly with their busy lifestyles,” explains Ine.
KAAI’s appeal in the U.S. extends beyond the workday, with smaller bags like the newly launched Rebel Crossbody bag gaining popularity. These versatile designs transition effortlessly from day to night, functioning as both handheld and crossbody options to suit various occasions.
Their Mission: Empowering & connecting women
Building on its market success, KAAI has cultivated a community that connects women and fosters empowerment. Women who use KAAI’s bags often find that the products spark natural conversations, leading to new connections and meaningful interactions in social settings.
Ine shares, “KAAI’s bags are more than just products. They enrich women’s lifestyles and create a supportive network among them. We believe we can achieve more by supporting each other. As women entrepreneurs we still face biases from men. This isn’t tied to age—it’s something we encounter in various situations.”
She further adds, “It would be wonderful if the community formed through KAAI extends not only across Europe but also to women around the world.”
Future Vision
KAAI is committed to continued growth as a brand that seamlessly combines “beauty,” “functionality,” and “durability,” embodying its philosophy of being a “Bag made by Women for Women.”
“Our goal is for our bags to enrich the daily lives of working women,” says Ine, reflecting on the brand’s aspirations. “To achieve that, we will continue to listen attentively to our users and strive to create even better products.”
Looking ahead to 2025, KAAI plans to further expand its online and physical presence in the U.S. market. A major first milestone, the pop-up with GOOP.
This innovative brand from Antwerp, Belgium, continues to make its mark by empowering women worldwide, transforming their careers and everyday lives. Its future remains one to watch closely.
The Meaning Behind the Name “KAAI”
The brand name “KAAI” carries a profound meaning at the core of the brand. Derived from the Dutch word for “the quay,” it symbolizes the historic port of Antwerp, Belgium, where the brand was founded.
“Antwerp’s port is a cherished gathering place for locals, where people come together to relax and share conversations over wine on beautiful evenings,” says Helga. “We chose this name with the hope that our brand could similarly become a reliable part of women’s daily lives.”
The name not only reflects homage to the founders’ hometown but also embodies Antwerp’s reputation as an international fashion hub, blending local pride with a global vision.
※This is a sponsored article created in collaboration with KAAI.
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