Who Owns Herschel?
Herschel is owned by Herschel Supply Company Ltd., a privately held Canadian accessories company headquartered in Vancouver, British Columbia. Founded in 2009 by brothers Jamie and Lyndon Cormack, the company remains founder-led with a minority private equity stake taken in 2019. Herschel backpacks, luggage, and accessories are sold through approximately 9,000 wholesale accounts, nine Canadian stores, and e-commerce.
Parent Company
Founded
2009
Status
Private
Headquarters
Who Owns Herschel?
- Parent Company: Herschel Supply Company Ltd.
- Ownership Type: Wholly owned
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Herschel | Herschel Supply Company Ltd. | Wholly owned |
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History of Herschel
- Founded: 2009
- Founders: Jamie Cormack, Lyndon Cormack
Brothers Jamie and Lyndon Cormack founded Herschel Supply in Vancouver in 2009. Both had worked in sales and marketing for apparel and footwear companies, and they named the brand after Herschel, Saskatchewan, the town where their family had roots going back three generations. The founding idea was a line of vintage-styled, well-priced bags sold online and through independent retailers.
Early momentum came from wholesale. The brothers worked trade shows and placed products with influential boutiques, then department stores and campus retailers. The Little America rucksack, with its mountaineering silhouette and magnetic strap closures, became the signature product and a campus staple. Within a few years Herschel was one of the most visible backpack brands in North America and Europe.
The range expanded from packs into luggage, duffels, hip packs, wallets, hats, and apparel, and later into surfboard and snowboard bags. A $60 million private equity investment in 2019 funded category growth and international distribution. Celebrity sightings and a steady calendar of licensed collaborations, including a 2025 LEGO collection, kept the brand culturally visible.
Through the mid-2020s, Herschel consolidated its retail footprint, closing its US stores while retaining nine locations in Canada, and leaned further into wholesale and e-commerce. Leadership entering 2026 emphasized product innovation and manufacturing flexibility as its response to a shifting consumer environment and tariff pressure on Asian production.
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About Herschel Supply Company Ltd.
Is Herschel Supply a subsidiary of a larger company?
No. Herschel Supply is an independent, privately held company controlled by founders Jamie and Lyndon Cormack. It took a $60 million minority private equity investment in 2019, but no outside investor holds a controlling stake and the founders continue to run the business.
Is Herschel Supply publicly traded?
No. Herschel Supply Company Ltd. is private and has no stock listing. There is no way to buy Herschel shares on public markets. The company has not announced plans for an initial public offering.
When was Herschel founded?
Herschel Supply was founded in 2009 in Vancouver, British Columbia. It was named after Herschel, Saskatchewan, the small town where three generations of the Cormack family were raised.
Who founded Herschel?
Brothers Jamie Cormack and Lyndon Cormack founded Herschel. Lyndon serves as managing director and Jamie leads product and brand. Both remain active in the business and retain control of the private company.
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What is Herschel's market position?
Herschel is one of the most popular backpack brands globally, ranked at or near the top of 2026 backpack popularity lists. It sells through about 9,000 wholesale accounts, nine Canadian stores, and e-commerce, with estimated annual revenue around $70 million.
Where are Herschel products made?
Herschel products are designed in Vancouver and manufactured by contract factories, primarily in Asia. The company operates a deliberately diversified manufacturing network across multiple countries to manage cost and supply risk.
- Founded: 2009
- Headquarters: Vancouver, British Columbia, Canada
- Company Type: Privately Held
- Revenue: Estimated $70 million (private; figure not officially disclosed)
- Employees: Approximately 250
Where Is Herschel Made / Based?
- Headquarters: Vancouver, British Columbia, Canada
- Manufacturing / Operations: China, Vietnam
Herschel Categories & Tags
Herschel Sustainability & Ethics
Herschel publishes a responsibility framework covering materials, packaging, and factory standards, and has introduced recycled fabrics across parts of its range. The company works within the Sustainable Apparel Coalition's facility tools and audits suppliers against its code of conduct.
No independently verified certifications such as B Corp status, bluesign product certification, or Leaping Bunny apply to Herschel as of November 2026. Its sustainability claims rest largely on self-reported targets and supplier audits rather than third-party certification.
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Awards & Recognition
Herschel's recognition comes principally from consumer rankings and cultural presence rather than formal industry awards. It consistently appears at or near the top of backpack popularity lists compiled by retail and media outlets, and in 2026 it was ranked the number one backpack brand in at least one major consumer ranking.
The brand's Little America and Settlement packs are frequently named in best-backpack editorial roundups from outlets covering school, travel, and everyday carry categories. Its collaboration capsules are regularly covered by fashion and lifestyle press.
Herschel Ownership: Pros & Cons
Advantages
- +Founder control keeps design direction consistent and decisions fast
- +Independent status avoids the brand dilution common in large portfolios
- +Wholesale reach of roughly 9,000 accounts rivals conglomerate-owned competitors
- +Collaboration pipeline produces reliable marketing moments without heavy ad spend
- +Diversified manufacturing network mitigates tariff and supply disruptions
Considerations
- -Private ownership limits capital access versus VF Corporation or Fenix Outdoor rivals
- -Single-brand, single-category concentration raises sensitivity to bag demand cycles
- -Closure of US stores reduced direct retail presence in the largest market
- -No independently verified sustainability certifications
- -Heavy reliance on Asian contract manufacturing exposes it to trade friction
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Frequently Asked Questions About Herschel
Sources & Further Reading
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Competitors to Herschel
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Vf Corporation | Belgium | 1952 | Mass market | Europe | Unisex | |
| Eagle Creek Holdings | USA | 1975 | Premium | Global | Unisex | |
| Helen Of Troy | USA | 1974 | Premium | Global | All Genders | |
| Peak Design | USA | 2010 | Premium | Global | All Genders |
Learn More About Competitors
Fashion ApparelEastpak
Owned by VF Corporation
American-origin backpack and luggage brand founded in 1952 as a US military supplier, owned by VF Corporation since 2000 and headquartered in Belgium.
backpacksbagsluggage
Fashion ApparelEagle Creek
Owned by Eagle Creek Holdings, LLC
American adventure travel gear brand founded in 1975. Owned by Eagle Creek Holdings, LLC, which is led by Travis Campbell. Based in Steamboat Springs, Colorado. Known for luggage, duffels, and the Pack-It organizer system. 50 years in business in 2025.
luggagetravel-gearbackpacks
Fashion ApparelOsprey
Owned by Helen of Troy Limited
American backpack and travel gear brand owned by Helen of Troy, known for technical packs, travel packs, and its All Mighty Guarantee lifetime warranty.
backpackstravel-gearoutdoor-gear
Fashion ApparelPeak Design
Owned by Peak Design
San Francisco travel gear and camera accessories brand known for Kickstarter-funded products, the Everyday and Travel bag lines, and B Corp certification.
backpackstravel-gearcamera-accessories
Competitive Analysis
Market Positioning: Herschel competes with 4 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Herschel
Looking for brands with different ownership structures? These similar brands are not owned by Herschel Supply Company Ltd., giving you alternative choices that support different corporate structures.
Fashion ApparelEastpak
Owned by VF Corporation
American-origin backpack and luggage brand founded in 1952 as a US military supplier, owned by VF Corporation since 2000 and headquartered in Belgium.
backpacksbagsluggage
Publicly Traded
Eastpak is owned by VF Corporation, a public company, a different structure than Herschel's parent.
Fashion ApparelAdidas
Owned by adidas AG
German multinational sportswear brand designing and selling footwear, apparel, and equipment, headquartered in Herzogenaurach, Germany.
sportswearfootwearapparel
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Adidas operates independently without a large parent corporation.
Fashion ApparelH&M
Owned by H&M Group
Swedish multinational fast-fashion brand offering affordable clothing for men, women, and children in over 75 markets.
fast-fashionaffordable-clothingswedish-brand
Publicly Traded
H&M operates independently without a large parent corporation.
Fashion ApparelSkechers
Owned by Skechers U.S.A., Inc.
American footwear brand known for comfort-focused shoes, the third-largest footwear company globally by revenue.
footwearcomfort-shoessneakers
Privately Owned
Skechers operates independently without a large parent corporation.
Fashion ApparelJanSport
Owned by VF Corporation
American backpack and outdoor gear brand known for durable school backpacks, travel packs, and outdoor equipment, established in 1967.
backpacksoutdoor-gearschool-bags
Publicly Traded
JanSport is owned by VF Corporation, a public company, a different structure than Herschel's parent.
Fashion ApparelAmerican Apparel
Owned by Gildan Activewear
Los Angeles clothing brand known for vertically integrated manufacturing and basics apparel, now owned by Gildan Activewear.
clothingbasicsapparel
Publicly Traded
American Apparel is owned by Gildan Activewear, a public company, a different structure than Herschel's parent.
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