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From product innovation to sustainable accessory brand.

Maxima had the first one, but within 3 years 300,000 were sold. The Smart Little Bag, or abbreviated, SLB from the Dutch brand LouLou Essentiels. What was that again? And what is it like now?

The SLB was the first 'mobile bag' in 2010, a wallet with a compartment for your smartphone, a mirror, clutch handle and charm in the shape of an Eiffel tower. A bull's eye, because what started in 2010 as a small product innovation quickly became the most sought-after women's wallet in the Netherlands.

LouLou did not sit still but grew up and developed into a fully-fledged brand with a wide range of leather accessories packed with functions. The name by LouLou was renamed in 2018 to the more appropriate 'LouLou Essentiels'.

The iconic Smart Little Bag is still a permanent part of the collection, but there is more. Function is central and is the start of the design process. The brand makes smart accessories in a variety of sustainably tanned leathers with a feminine look. In addition to a wide range of wallets, there are smartphone bags, crossbody clutches and nice shoulder bags. Always designed with the ultimate wearer and her comfort in mind. There has been a loyal fan base from the very beginning, but for those who have lost sight of the brand or were not aware of it before, it is a real Dutch fairy tale with a sustainable origin.

From the office in the port of Scheveningen, founder and designer Floor van de Water has been working with the same spacious studio in India for 10 years. Van de Water says; "It is the only learning studio in the world that runs entirely on solar energy. Investments are made in new technological developments, training and personal growth. The basis of LouLou is making beautiful things in all facets."

For an image package, send a message to floor@byloulou.com.