HOBO bags

HOBO Bags 62% eCommerce Growth

Company reports significant sales and conversion improvements after launch on Kibo

Results of Switching to Kibo

+62%

Increase in Revenue Comp

+12%

Increase in Units Per Transaction

+24%

More Time On Page For HOBO’s Lookbook

-16%

Decrease in Bounce Rate
Hobo Bags Case Study

HOBO Customer Profile

Established in Annapolis, Maryland, in 1991, HOBO’s origins lie within the craft of leather. When Toni Ray, creative force behind the legendary 70’s D.C. leather shop, Georgetown Leather, founded the brand with her daughter, Koren Ray, they wanted to keep the company firmly grounded in the belief that our possessions should reflect our journey. Raised on the road in a VW bus, and spending time under the craft bench as her mother worked in her iconic shop, Koren learned first-hand to create with beauty, soul, and purpose. As HOBO thrives as a second generation, privately-owned and family-operated brand, Koren and her husband, David Brewer, focus on creating beautiful, authentic leather goods that are made to last. They stay true to their passion and enduring design philosophy with hand-picked leathers, timeless designs, flawless functionality, and a nostalgic tribute to the methods and soul of the 70s, creating bags that only get better with age. The HOBO Collection can be found at fine boutiques as well as online at hobobags.com.

Kibo had the perfect blend of a savvy and flexible front-end, an intuitive and ever-improving admin site, and an experienced and passionate team that is constantly working to ensure that we all grow together.

Jane Scott, Director of Direct To Consumer, HOBO

Challenges

HOBO sells more than 500 SKUs online and its web sales have grown more than 100% over the past two years. To manage and continue such rapid growth, HOBO needed an easy-to-customize e-commerce platform for HoboBags.com.

HOBO has a seven-person internal team who each spend part of their time supporting e-commerce initiatives. These employees generate creative for the site, write front-end code and work on product merchandising, including launching new products and copy. They also prioritize site updates and enhancements and work on digital marketing, customer service and analytics and planning—a lengthy list of tasks for a handful of employees.

HOBO has a loyal base of shoppers who often return to the site two times in the same day. Additionally, HOBO’s average units per transaction grew more than 5% last year.

To keep up with its swift pace of online growth, HOBO moved to the Kibo eCommerce platform.

Hobo Bags Case Study
Hobo Bags Case Study

Solutions

HOBO began working with Kibo in February 2017 and launched on the new platform in early October to be live in time for National Handbag Day on October 10.

“When we began the search for a new platform, we looked for a company that was the right fit for HOBO, as our goal was to build a long-lasting partnership,” said Jane Scott, Senior Director of Direct To Consumer, HOBO. “Most importantly, we were seeking a company that would provide the support required for the growth that our emerging direct-to-consumer brand is experiencing. Kibo had the perfect blend of a savvy and flexible front-end, an intuitive and ever-improving admin site, and an experienced and passionate team that is constantly working to ensure that we all grow together.”

The new site reflects HOBO’s passion and enduring design philosophy with hand-picked leathers, timeless designs, flawless functionality, and a nostalgic tribute to the methods and soul of the 70s, creating bags that only get better with age. A number of new features and functionality were gained on the Kibo platform, including:

  • Quick Shop feature — Effortless browsing of product styles, color options and multiple product angles
  • Seamless, easy to use shopping cart and wishlist
  • Open format of the Kibo platform – Team has full creative and coding control
  • Multi-tenant SaaS architecture – Always on the latest release and no future upgrades required

“Working with Kibo keeps us fresh and we look forward to staying focused on the future and growing rapidly together,” says Scott.

Learn how to start delivering connected, personalized customer experiences today.

Michelle ToddHOBO Bags Case Study