Summer collection launch offers bags of choice

Jean-Pierre van Damme and Xavier Kegels.

From August, Hedgren's internationally renowned, stylish new range will be in leading luggage stores, with something to please almost everyone, from the hottest women's fashion bags to a casual luggage collection, and functional business bags for the discerning business executive.

Founder of Hedgren, Xavier Kegels - who is also the head designer - and international general manager Jean-Pierre van Damme, are working together to expand the current Hedgren distribution network, which currently spans over 30 countries. Although Hedgren bags have been available in South Africa since the ‘90's, the visit by Kegels and Van Damme marks Hedgren's launch of an active brand-building campaign in the South African consumer market.

General manager Van Damme is excited about the South African market, citing the “extreme professionalism, trust and a long-term business relationship” of their local partner, Paklite Pty Ltd, as key factors in growing the business progressively. Says Van Damme, “Despite the global credit crunch, our business has continued to expand as we have made a point of listening to our market's needs, and creating the right product with the right design.”

Kegels explains the Hedgren philosophy: “The three pillars of the Hedgren brand are to make travel a fun activity for the casual market; leading the trends in women's fashion and creating functional, usable accessories for the business executive on the move”. When creating a new bag design, Kegels draws on both Eastern design inspirations and those from the Western world, as well as insight from his Scandinavian grandmother (after whom the company is named). “My grandmother, Elisabeth Hedgren, embodied the classic features of what Hedgren stands for today - a marriage between top quality materials, functionalism and stylish minimalism,” he says.

Morocco is the next African country that will see the Hedgren brand gracing its stores, while production of the bags in Hedgren's factories is already booming to supply the existing markets in Asia, Australia, South Africa and Europe.

Established 15 years ago in Belgium, Hedgren has produced over 360 styles of bags in more than 100 colours over the years.

For more information, visit: www.hedgren.com