Crumpler

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For other uses, see Crumpler (disambiguation).

Crumpler
Crumpler (Australia)
Bagmania GmbH (Germany)
TypePrivate
Founded1995[1]
FounderDavid Roper and Stuart Crumpler[2] [3]
Headquarters
Melbourne Australia
Germany (Crumpler Europe)
ProductsMessenger bags, photography bags, laptop bags and luggage
Websitehttp://www.crumpler.com

Crumpler is an Australian bag brand and manufacturer with two separately held companies who design and supply different products to their respective markets. The company's Pacific headquarterers are in Melbourne, Australia, while its European office serving other markets is in Berlin, Germany. Established in 1995, Crumpler's products are aimed at young people aged 18 to 35 years old, and have been known for its colourful designs and quirky humorous marketing.[4]

History[]

Original Crumpler logo embossed on a bag

Crumpler was founded in Melbourne in 1995 by Dave Roper and Will Miller (ex bike couriers and founders of Minuteman Messengers), and sculptor / furniture maker / bike courier Stuart Crumpler. Stuart designed the original Crumpler logo in 1991 which he branded onto his furniture designs.[5] From the beginning, the bags were designed for bike messengers,[6] in particular those working for David Roper and Will Miller's bike courier company, Minuteman. The range grew to include more options in colours and sizes. The story goes Minuteman needed better bags and Dave approached Stuart who was working part-time as a bike courier and asked if he could make 20 for the fleet. The simple shoulder bags were much more practical for the job than a backpack (no need to remove completely to access the contents). After making gradual improvements to the materials and design Stuart & Dave met at The George Hotel in St Kilda and decided to start a bag company.[citation needed] In its early days, the three founders drove around stencilling the Crumpler logo on public surfaces, for which they were fined, but generated word-of-mouth publicity.[4]

In the late 1990s, Crumpler established Melbourne Alleycat races, consisting of illegal street races for cycle messengers. They then also sponsored similar races in other Australian cities. This led to them sponsoring the annual Australian Cycle Messenger Championships.[7]

Crumpler had a booth at the 2005 Consumer Electronics Show to introduce its brand to American technology retailers.[8]

Stuart Crumpler sold his share of Crumpler to Roper and Miller in 2011. Roper and Miller left the company in 2015 after Crescent Capital bought a majority stake and took over management.[9]

Crumpler became the "official luggage sponsor" for the Australian Olympic team in 2015.[10]

The company purchased Australian swimwear brand Tigerlily out of administration in 2020.[6]

In September 2021 it was reported Crumpler had been placed into administration.[6]

Brand and marketing[]

Crumpler's "Beer for Bags" campaign in 2006

Its original logo consisted of a stick figure with dreadlocks, designed before the company was founded. In 2018, the Crumpler brand evolved with the launch of an all-new logo.[11][12] Its slogan as of 2009 was "Crumpler makes you sexy."[13][14]

Crumpler became known for unusual marketing largely credited to Dave Roper which is deliberately informal with an idiosyncratic approach.[4] Some of its approaches include giant logo stencils painted on building site hoardings, the infamous Beer for Bags event where beer was the only currency accepted in store during the sale,[15] logo fruit stickers placed on millions of apples and oranges,[16] tiny boxes of matches, and using a nude body model to demonstrate the sizes of its bags.[17] Their bags are given wacky names, for example "Barney Rustle," "Complete Seed," and "Moderate Embarrassment."[2]

This approach also spread to the company's web site after a redesign, which was considered to be cryptic and difficult to navigate. Vincent Flanders' Web Pages that Suck listed it as the second-worst web site of 2006.[18]

The brand achieved high popularity among younger shoppers in Australia, known for its colourful and compact designs.[6] It has been highly associated with laptop and camera bags.[4] Crumpler was for a time also highly popular in Singapore.[19][20]

Stores[]

Crumpler store in Manila in 2007

In Australia, Crumpler sells mostly exclusively through their own stores. There are currently also stores in Singapore and Malaysia.[21] In other countries it is usually through a dealer network.[4] Its first UK store opened at the start of 2008.[22] Crumpler Europe no longer has its own physical stores and is now only trading online.[23]

The brand has also had various pop-up stores worldwide. In 2015 one of these opened in the 1st arrondissement of Paris at the petite Cremerie de Paris.[24][25] In 2018, the Crumpler store footprint expanded significantly with pop-up stores opened in Market City, Sydney, Rhodes Waterside Shopping Centre, Robina Town Centre, Queensland and the Australian Open tennis Grand Slam event.

Gallery[]

  • Original Crumpler logo

  • Crumpler The Maurice bag

  • Crumpler Breakfast Buffet bag

  • Crumpler 7 Million Dollar Home bag

  • Crumpler Muffin Top bag

References[]

  1. ^ "2001/127/2 Messenger bag, 'Seedy Three', Dupont Cordura Plus nylon/ plastic, designed and made by Crumpler, Melbourne, Victoria, Australia, 1995". D*Hub. Archived from the original on 6 April 2009. Retrieved 24 May 2010.
  2. ^ a b Seid, Jessica (6 June 2006). "Trade your beer, get cool stuff". CNNMoney.com. CNN. Retrieved 24 May 2010.
  3. ^ [1][dead link]
  4. ^ a b c d e "Marketing at Crumpler". Studyres.com. Retrieved 23 November 2021.
  5. ^ [2][permanent dead link]
  6. ^ a b c d Powell, Dominic (3 September 2021). "Bag maker Crumpler collapses in COVID downturn". The Sydney Morning Herald. Retrieved 23 November 2021.
  7. ^ "Crumpler promotional material". Collection.maas.museum. Retrieved 23 November 2021.
  8. ^ "Urban Scrawl". Archived from the original on 4 January 2006. Retrieved 23 November 2021.
  9. ^ "Aussie-founded bag brand Crumpler collapses into administration". SmartCompany.com.au. 6 September 2021. Retrieved 23 November 2021.
  10. ^ Heffernan, Madeleine (16 March 2015). "Bag maker Crumpler stitches up Olympic deal amid Asia push". The Sydney Morning Herald. Retrieved 23 November 2021.
  11. ^ Schaffrinna, von Achim. "Neuer Markenauftritt für Crumpler". Designtagebuch.de. Retrieved 23 November 2021.
  12. ^ "The evolution of Crumpler". Transformmagazine.net.
  13. ^ ""Crumpler makes you sexy"". Mettebech.dk. Retrieved 23 November 2021.
  14. ^ "Crumpler makes you sexy… sagt einer, der es wissen muß! | arktis.de Blog". Arktisblog.de. Retrieved 23 November 2021.
  15. ^ McCarthy, Caroline. "Testing out Crumpler's 'Beer for Bags' promotion". Cnet.com. Retrieved 23 November 2021.
  16. ^ Economic Review, Jeremy WagstaffThe Far Eastern (18 October 2004). "Carry a Crumpler". Wsj.com. Retrieved 23 November 2021.
  17. ^ "fashionoffice.org : trends in fashion - America . Asia . Europe". Fashionoffice.org. Retrieved 23 November 2021.
  18. ^ "The 10 Worst Websites to Navigate in 2006 from Web Pages That Suck". Webpagesthatsuck.com. Retrieved 23 November 2021.
  19. ^ "8 Hyper Trending Things in the 90s That Today's Kids Will Catch No Ball". Goodyfeed.com. 9 November 2019. Retrieved 23 November 2021.
  20. ^ "Crumpler @ Wheelock closing down: Up to 50% off with extra 20% discount on sale items". Mothership.sg. Retrieved 23 November 2021.
  21. ^ "Sale hopes for collapsed bag maker Crumpler". Australian Financial Review. 16 September 2021. Retrieved 23 November 2021.
  22. ^ "First Crumpler Shop in UK: New Oxford Street WC1A 1BH London". 8 March 2008. Archived from the original on 8 March 2008. Retrieved 23 November 2021.
  23. ^ "Help". Crumpler.eu. Retrieved 23 November 2021.
  24. ^ "Crumpler Pop Up Store à la Petite Cremerie de Paris". Cremeriedeparis.com. Retrieved 23 November 2021.
  25. ^ [3][dead link]

External links[]

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