MEETING THE DEMAND

To keep up with the sales of The Flats, the biggest hit in the history of Roots leather bags, the factory in Toronto is showing its real colours

By now, the success of the Roots Flats collection is no secret. Indeed, we already reported on it several weeks back in The Source (see Issue 51). What is new is that the popularity of the bags continues to soar, reaching new heights.

Each week, thousands of Village Packs, Village Bags, Small and Large Venetian Bags, and Venetian Village Bags are flying off the shelves at Roots stores with the leather factory in Toronto having to work at full capacity to meet the demand. The Flats have now become the biggest hit in the history of Roots leather bags, surpassing even the success of last year’s Emily Bag.

“With every trend there is a counter-trend,” says Jennifer Taylor Weeks, Merchandise Planning Manager for Leather. “Flat bags are the counter-trend to the extra-large, bulky oversized handbag trend. Flat bags evolved from the need and desire of many women for hands-free accessibility while out shopping or running errands. Many women sport large work or gym totes during the day and on the weekends step out with a sleek flat bag such as the Village Pack, not only for style but for comfort and ease, too.”

Flat bags earned their name because they are literally flat. Within the construction, there are no gussets (meaning the front panel and back panels are sewn directly together without any leather sewn in between). All styles are also designed to be worn slung over the body; no hands are needed to carry these styles; and they all lay flat against the body.

The design is the result of a collaborative effort involving resident leather expert Karl Kowalewski, Roots Co-Founder Michael Budman, his wife Diane Bald, and Denyse Green, wife of Co-Founder Don Green. Each brings something different to the table. Together they are a formidable team.

Like with all successful products, there’s a lot more than meets the eye when you see a Flat bag. Many factors have contributed to their success. Fine design is vital, yet not enough. Something may look great but if it’s not made well, forget it. In creating new products, Roots has always understood that, and it’s most evident with the Flats.

Many people are amazed when they learn that in 2006, when so much is made offshore, leather bags of such quality and reasonable price are still being made in Toronto. The handmade craftsmanship for which Roots has long been known is essential to the Flats’ success. Details matter at Roots and it shows -- in the high quality thread used for the topstitching, the thread colour, the hardware size and colour, and the lining, to say nothing of the texture and tone of leathers used. These are all aspects that make the quality of Roots bags.

The success of the Flats is the culmination of a process that began many months before. Last spring, Karl Kowalewski traveled to Italy to source and select the best leathers to be used for the Flats. He then designed and developed a paper pattern for the first prototype of the bags before making a few samples and testing them at the retail level. Based on feedback and input from customers and staff, Karl and his team made the necessary changes and corrections.
After that, it was time tool up with cutting dies for production. Next, Karl and his brother, Henry Kowalewski, who is equally essential to the production of Roots leather goods, trained the group in the factory that they selected to make the Flats.

Once production is underway, Karl and Henry have to constantly monitor what’s being produced to ensure the necessary quality and to make any needed improvements during production. Lastly, as they always do, Karl and Henry inspect the finished product before packing and shipping it to the nearby Distribution Centre for delivery to stores.

“The flats have become such a hit because they are practical and easy to wear,” says Karl. “The zip pockets and flat compartments allow you to store the new high-tech devices. The shoulder straps are wide, comfortable and allow for hands-free movement. Given that the Flats work so well for women, I see no reason why there can’t be a flat bag for men.”

Leather has pride of place at Roots. The two are inseparable. Leather is part of the soul and DNA of Roots. Original leather goods have been at the heart of the company since its inception in 1973 when Roots began by making shoes.

Leather is what first put Roots on the map. Today, 33 years later, judging by the phenomenal success of the Flats, it’s still an important part of what makes Roots…Roots.