"Bellroy exists to slim your wallet." That may seem the exclusive mandate of the IRS around mid-April, but it's also the stated mission of the narrowly focused leather goods brand Bellroy, which has a kinder gentler idea in mind. They simply want to get rid of bulging pockets and bulky design--and to stop the madness of wallets that look like portable junk drawers. The Bellroy designers practice an elegant minimalism that Le Corbusier would appreciate, especially if he was looking for a little something for Coco Chanel.
And Bellroy intends to keep itself as lean as its sleek products, which are Apple-esque in aesthetic. Ignoring the opportunity to expand its popular brand into any old accoutrement category, the company focus is "about better carrying" and "applying ourselves only to carry products." No t-shirts, no caps--conveyance only. It's the DNA of the brand, which Bellroy is very keen to protect and build on. The company seeks the kind of "deeper relationships" with its customers that engender loyalty--and hey, who could have a better chance of establishing these? After all, hundreds of thousands of people have already let Bellroy hold their money.
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