“I wanted to create something that was truly mine,” says Dekens. “Not just buying and selling for others, but designing and building something myself.”

Before launching her own label, Dekens worked as a fashion agent, representing several jewelry brands. Yet, she felt something was missing.
“I was looking for a cool bag for myself — something between high fashion and basic. When I couldn’t find it, I decided to make it.”
In 2010, Chabo Bags was born, with an initial collection that featured cowhide bags — a material that, interestingly enough, has made a comeback fifteen years later.
“For the first time since our early days, we’ve reissued one of our original models. Apparently, it’s the perfect moment for a revival.”

Dekens describes the Chabo Bags aesthetic as fashionable yet accessible — not extreme trend pieces, but bags that stand out through detail, color, and texture.
“Leather remains our core material, but we increasingly mix it with other fabrics like suede and jacquard. Consumers are changing; there’s more openness to color, texture, and mixed media.”

Still, certain models remain timeless.
“The shopper is always popular — ideal for work or everyday use. But in summer, crossbody bags are our bestsellers, perfect for festivals and day trips.”
Looking ahead, Dekens sees a clear trend toward warm brown tones — especially chocolate — in leather.
“These are safe, comforting choices that consumers love. But we’re also experimenting with smaller silhouettes in bolder shades, like coral and metallic.”

As both creative director and entrepreneur, Dekens balances design with business growth.
“My passion lies in design, but I have a great team. Together, we keep expanding the brand.”
That includes a broader strategy: Chabo Bags has a strong foothold in the Netherlands, sold through shoe stores, fashion boutiques, and increasingly, lifestyle retailers.
“That last category is growing fast. Stores are no longer just about fashion — they sell accessories, jewelry, even home items. Our products fit that mix perfectly.”

International expansion is also underway, particularly in Germany, where a team of four representatives is building the brand’s presence.
Online visibility, too, is a key focus area.
“We want to strengthen our digital presence — through social media, an improved website, and stronger brand building. Not just B2B, but also direct-to-consumer.”

The brand is also broadening its product range.
Starting next year, Chabo will introduce sunglasses, scarves, and beanies — accessories that align with the brand’s look and feel.
“We aim to be more than just a bag brand. For retailers, that means they can present a complete Chabo story in-store — which benefits both them and their customers.”

When asked for advice to aspiring entrepreneurs, Dekens is clear:
“Just do it. Don’t wait for everything to be perfect — that moment never comes. When I started, I didn’t have all the answers, but I went for it. I learned by listening — to suppliers, customers, and retailers. That’s where your growth lies.”

For seasoned entrepreneurs, she offers another insight:
“Stay on track. The market is constantly changing. If you cling to old habits, your customers will move on. Dare to innovate — even when it feels uncomfortable.”

With a strong foundation, broad distribution, and an expanding product line, Dekens looks to the future with confidence.
“In five years, I hope Chabo will be a truly established, recognizable brand — not just in the Netherlands, but internationally. And that I’ll still be enjoying the creative process of designing beautiful things. That’s what it’s all about for me.”

Listen to the PodCAST

Source: Textilia