Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider decided that eyeglasses were too expensive and put together Warby Parker. Stephanie Korey and Jennifer Rubio couldn’t believe the prices of a reliable suitcase, an insight that led to Away luggage. And Jessy Dover, Deepa Gandhi, and Melissa Mash were fed up with the quality of low- and high-end handbags.

Enter Dagne Dover, a direct brand that was fashioned to take on an $11-billion monolithic industry that appeals to the core of American women who own, on average, 13 purses made and marketed by just seven legacy brands.

“We started the company because, about seven years ago, we couldn’t find bags that we really wanted to buy,” Jessy Dover, Dagne Dover’s co-founder/creative director, told some 1,400 delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM).