Unicorn LLC Launches ‘toteluxe’: A New Category Bag with 3-Second Transformation
Unicorn LLC (Location: 212 Yumeterasu, 3-25-1 Shinkoiwa, Katsushika-ku, Tokyo; Representative Employee: Shigeo Miyawaki) has announced the launch of its new brand, “toteluxe.” This innovative bag, which allows for a seamless 3-second switch between a tote bag and a backpack, is designed to accompany adults in their daily lives. Pre-orders with special discount pricing will begin on the crowdfunding platform MAKUAKE from January 11th until the end of February.
The Concept Behind “toteluxe”
“toteluxe” is a new category of bag developed from a desire to create a product that truly meets consumer needs. The name combines “totebag” and “luxe,” where “luxe” signifies a richness derived from quality and meticulous attention to detail, rather than just brand name or price. This concept embodies carrying “peace of mind.” The “toteluxe” bag is engineered to adapt to various situations—the formality of business, the lightness of daily routines, and the ease of travel—all within a single design. It challenges the notion of separating bags for work, daily life, and travel, defining this versatility as its inherent “luxury.” Further details are available on the official website: https://un1corn.co.jp
Development Background: Addressing Unmet Needs
Unicorn LLC analyzed market needs and trends, observing an abundance of 2-way and 3-way bags. However, it was noted that many of these bags merely offered transformation without maintaining an elegant form as both a tote and a backpack. The company identified a gap in the market for a truly high-quality and comfortable bag that adults could use daily. This realization led to the conceptualization of “toteluxe” as the first product.
The core question was: Could a bag be created where both the tote and backpack forms are equally prominent? This led to the conviction that a new category, “toteluxe,” needed to be established, transcending existing concepts. This certainty, coupled with the aim to meet consumer expectations, drove the development of “toteluxe” as a bag suitable for both business and everyday use.
Distinctive Features of the New Brand
“toteluxe” offers practical solutions for various scenarios. For instance, in a crowded train, it can be carried as a tote bag to avoid inconveniencing others, then instantly converted to a backpack upon exiting the train. For individuals commuting by bicycle, who often have limited options beyond backpacks, “toteluxe” provides the flexibility to switch to a tote for client visits, addressing a common professional challenge. This bag caters to a wide user base, including men and women who commute or attend school by train or bicycle.
A key feature of “toteluxe” is its patent-pending original hardware, which enables the instantaneous conversion between tote and backpack. This unique mechanism provides a distinct advantage, preventing competitors from offering an identical product.
Product Specifications and Price
The “toteluxe” bag is designed to offer the necessary storage for business, the mobility of a backpack, and the refined appearance of a tote bag. It integrates the functions of carrying, accessing, and holding items smoothly. The internal structure is organized to accommodate a PC, documents, water bottles, and small items. A Velcro-secured pocket can hold a 13.3-inch laptop, while the main compartment can fit up to a 16-inch laptop. The bag is designed to stand upright on its own and maintain its shape during transit. It is suitable for daily commutes, business trips, and frequent travel, eliminating the need to switch bags for different scenes.
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Planned Retail Price: 23,500 yen (excluding tax)
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Size: W420×H300×D130 mm
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Color: Black × Dark Navy
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Capacity: 11ℓ
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Weight: Approximately 1095g
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Materials: Body: Synthetic leather, Handle: Cowhide
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Country of Origin: China
Future Outlook
Unicorn LLC plans to expand the “toteluxe” product line by developing and selling variations with different materials and designs. The bag is expected to appeal not only to business professionals but also to consumers attending sports, fitness gyms, or yoga studios, and potentially as school bags for junior and senior high school students, indicating significant market expansion opportunities.
Unicorn LLC is also open to collaborations with sports gyms and other companies to create original “toteluxe” designs, as well as custom school bags. Inquiries are welcome.
General sales for “toteluxe” are scheduled to commence in April and beyond, through physical stores and e-commerce platforms (including cross-border EC). Specific sales channels will be announced in future news releases and on the company’s official website after April. The promotional strategy includes brand penetration through mass media such as TV and magazines, product placement in dramas, and social media campaigns utilizing influencers on platforms like X and Instagram.
Unicorn LLC is also actively seeking retail partners interested in selling “toteluxe” and encourages inquiries.
Representative’s Comment
Shigeo Miyawaki, Representative Employee of Unicorn LLC, commented, “I wanted to apply my experience from my time at a sports manufacturer to create bags that enhance daily life. Sports bags are always designed with ‘heavy use’ in mind, focusing on durability, lightness, operability, and center of gravity. I established Unicorn LLC with the aim of incorporating this expertise into everyday products. ‘toteluxe’ is our first creation, embodying ‘comfort for adults’ combined with a ‘sense of fulfillment through texture.’ While it is still a small brand, nothing would make me happier than for this bag to become a presence that slightly enriches your daily life.”
