BAGS & MORE: A Baltic Success Story in Style and Functionality

In a region where retail has undergone rapid transformation over the past three decades, few companies can point to a journey as consistent and self-driven as that of BAGS & MORE. Founded in 1993 in Lithuania, the accessories retailer has grown from a small entrepreneurial venture into a recognized name across the Baltic region, now operating in Lithuania, Latvia, and Estonia.

The company’s origins reflect the spirit of the early post-independence years. At a time when the Lithuanian market was still forming and supply was limited, the founders of BAGS & MORE explored international sourcing opportunities, traveling as far as India in search of products that would resonate locally. 

“We experimented with different categories, trying to understand what customers truly needed and wanted,” recalls the company’s CEO, Egidijus Mykolaitis. Leather wallets and handbags quickly emerged as bestsellers, shaping the direction of the business and laying the foundation for what would become a long-term focus on accessories.

In its early years, BAGS & MORE operated primarily through trade fairs – then a popular retail format. However, as consumer habits evolved, so did the company. By the mid-1990s, the first physical store had been opened in Klaipėda, followed by expansion into Kaunas and Vilnius. A significant milestone came in 2002 with the opening of the first store under the BAGS & MORE brand name in a major shopping centre in Vilnius, marking the beginning of a broader retail network across Lithuania’s growing mall landscape.

Over time, the company refined both its identity and its offering. The product range expanded from core leather goods to include backpacks, luggage, umbrellas, and a wide variety of accessories. This evolution was closely tied to broader lifestyle changes. As travel became more accessible and people grew more mobile, demand for functional yet stylish luggage and everyday accessories significantly increased. Today, BAGS & MORE offers around 10,000 accessories and collaborates with approximately 41 international brands, serving about 200,000 customers annually across the Baltics.

In addition to retail customers, BAGS & MORE also serves around 100 B2B clients across the Baltics, offering quality accessories for business needs and employee gifts. According to the company, businesses increasingly value practical, stylish, and reliable products for their teams and partners. 

Regional expansion came naturally. In 2019, the company entered the Latvia market, opening its first store in Riga. While the timing just before the COVID-19 pandemic presented challenges, BAGS & MORE continued to build its presence. In Estonia, the brand has taken a digital-first approach, offering a fully developed e-commerce experience while exploring future opportunities for physical retail. Today, customers can discover Bags & More both in physical stores in Lithuania and Latvia and online across all three Baltic countries.

A defining feature of BAGS & MORE is a carefully curated assortment. Rather than only chasing trends, the company emphasizes a balance between design, functionality, and value. “Our goal is to ensure a strong price–quality ratio while offering products that reflect both global trends and local preferences,” says Lolita Melianienė, the company’s deputy director. “The focus is not only on how accessories look, but also on how they perform in everyday life – whether it is a reliable suitcase for frequent travel, a durable backpack for daily use, or an elegant handbag that completes a personal style”.

This philosophy is reflected in the company’s long-standing partnerships with European brands such as Picard, Delsey, Joop, Strellson, Travelite, Titan and Doppler. Many of these relationships have lasted for decades. “Some of our partners are family-run businesses. Over time, we’ve built relationships not only with companies but with generations,” says E. Mykolaitis.

At the same time, BAGS & MORE continues to bring in fresh, trend-driven brands that appeal to a modern, active lifestyle, including Fjällräven, ERGOBAG, JanSport, RAINS, and many others. This blend of timeless design and contemporary fashion allows customers to find accessories that match both their needs and their personality.

Due to more frequent travel and a more active lifestyle, demand for practical yet stylish solutions has increased. At the same time, individuality is becoming more important. “People are paying closer attention to their own needs and personal style. It’s no longer just about following trends – it’s about finding what fits your lifestyle,” Lolita Melianienė explains.

Despite operating in a competitive and constantly evolving market, BAGS & MORE remains grounded in its core values: quality, reliability, and customer trust. Every brand is carefully selected to meet high standards, ensuring that customers receive not only stylish but also dependable products.

Reflecting on more than 30 years in business, the company’s leadership highlights resilience as one of its greatest achievements. “We are proud to have built this business independently, without external investment, and to have grown through different economic cycles,” says L. Melianienė. “Our goal has always been to offer customers products they can trust and to keep evolving with them.”

Looking ahead, BAGS & MORE continues to strengthen its position across the Baltic region, with plans to further develop both its physical and digital presence. As fashion, travel, and everyday life continue to intertwine, the brand’s focus remains clear: to offer accessories that combine style, functionality, and lasting value.