Why Our Story Matters

Every strong brand has a history.
For Bags Direct, it began in Cape Town with a single factory and one goal: make bags that work harder than people.

Three decades later, that same goal drives us, but now across retail, corporate, and global markets. From FIFA tournaments to online marketplaces, our journey shows why retailers, corporates, and brands continue to trust us.

Humble Beginnings: 1990

Our story started when Victor Levy opened a manufacturing centre in Cape Town. We made school backpacks and sports bags for the local community, building a reputation for durability and trust.

Corporate Expansion: 1994

We officially launched as Bags Direct (formerly Travelex), serving the corporate and promotional market. This set the foundation for large-scale projects that would soon expand into retail.

Retail Breakthrough: 1998

Leading supermarkets in North America approached us to develop general merchandise ranges. This step marked our transition into retail, combining supply strength with retail-specific design.

Southern Africa Growth: 2002

We scaled operations across Southern Africa and became a Level 2 BBBEE contributor with 51% black women ownership, a milestone that remains central to our values.

Global Sports Partnerships: 2010–2011

• 2010 FIFA World Cup (South Africa): Produced official licensed backpacks and drawstring bags.

• 2011 Rugby World Cup (New Zealand): Created promotional items and duffels for the Springboks.

These global partnerships showed our ability to deliver at scale, under tight deadlines, with international visibility.

Manufacturing & Compliance: 2016

We scaled private-label production in Wenzhou, China, embedding ISO 9001 quality management alongside Sedex and Amfori BSCI social compliance. This made us a trusted supplier for global retail standards.

Online Expansion: 2020

We launched Eco Lifestyle, our consumer-focused brand, available on Takealot, OneDayOnly, Makro, and Everyshop. This was our first direct-to-consumer offering, designed around sustainable living.

150 Retail Projects: 2022

By 2022, we had delivered 150+ private-label and promotional programs across multiple categories and countries. Each one added to our track record of measurable brand impact.

Amazon Partnership: 2024

Most recently, we joined the Amazon marketplace, producing private-label products for one of the world’s largest retailers. This marks a new chapter in global growth.

What This Means for Retailers

Our journey isn’t just a timeline, it’s proof.

• Decades of experience delivering at scale

• Compliance with international retail standards

• Proven ability to support both corporates and retailers

• A clear commitment to sustainability and inclusivity

For buyers, this translates to confidence. Every project we take on builds on 30+ years of learning, scaling, and adapting to retail’s toughest challenges.

The Future

We continue to grow alongside retailers, delivering sustainable, reusable, and branded packaging solutions that don’t just carry products, they carry brand stories.

For us, the future is simple: keep building partnerships that last as long as our bags.