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Butler Bag

Brilliant or Baffling: Compartmentalized Bag

“My story connects with people, my story is the American dream about the girl next door who saw a problem and did something about it. People want to connect with the human side of a brand. They will have more loyalty to a brand that has a human side to it.” That's Jen Groover, entrepreneur and creator of the Butler Bag, talking about why her product is successful.

The mess that was Jen's purse frustrated her so much that she stole the dish rack out of her dishwasher and put it in her purse. Voila! Inspiration. Her bags run from $125 to $165 and her company is projected to generate about $15 million in sales this year.


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