There were 8 new categories (that weren’t wallets) and 8 new colors. The Key Cover was the most popular new style. Meanwhile, the traffic from our bags release crashed our website for a good 12 minutes. And the ‘realest’ press quote came from Gizmodo: “Remember the wallet nerds at Bellroy? Well, they're back - and they've got bags.”
Of all products, the Note Sleeve was the resounding favorite of 2017. And Caramel the most popular color (besides black, because black always wins that race).
We released collaborations with Google, Barneys New York, MAAP, Huckberry and Field Notes.
"Bellroy's approach fits with ours: making a product with love, sweating the details, and talking about business in an open, honest voice. We knew we had to do something together. And we couldn’t be prouder of it." – Jim Coudal, Field Notes
Creating the new brand campaign took 2655 photos, 18 sample pots of paint, 27 feet of wire, 50 alligator clips, 6 rolls of electrical tape and one trip to the doctor (don’t worry, Dave’s fine).
12 new products and 5 new colours are currently locked up in our design lab for the first half of next year.
45 countries, from the States to The Philippines, New Zealand to Norway.
Our “owls on the ground” spent a total of 798 hours in the air (and 190 days away from home) visiting them all.
We’ve traveled a fair bit. Word has it a Bellroy has also traveled the full way through a dog’s digestive tract. (Not quite as productive as the rest of our travel).
Represented by our staff of 60. (Not counting Pushok the Maltese Terrier or Lily the Australian Bulldog).
When our Bells Beach crew headed out to check the surf. Every, single, day. (11.10am is the time they were seen in wetsuits when the surf was good).
26,320 were donated nets to Against Malaria Foundation over Cyber Monday Weekend. As well as regular donations to AMF, FarmForward and Schistosomiasis Control Initiative (say that three times with a Mintie in your mouth).
In return, 2017 gave us our B Corp re-certification. (It also gave us the eclipse, and the ability to turn ourselves into the unicorn emoji.)
“I have had mine for longer than my marriage lasted and the following engagement to someone else. The exes aren't around anymore but my Bellroy is still going strong.” Thanks Andrew. We’re glad to hear it – we think?
We saw proof that the real-life Hodor is a real-life Bellroy fan. The evidence is on Twitter. (And we love you too, Hodor, we mean, Kristian.)
We learned that Drew from Tasmania owns more than 12 Bellroys. (We also learned that he has told his family a couple of white lies to hide the obsession. We’ve got you, Drew.)
And another customer who keeps a guitar pick in the sim card slot of his Bellroy, just in case Rob Thomas runs out. (No comment.)
For your enthusiasm, feedback, likes, comments, confessions, laughs, and heart-warming support. It means everything.
With a community like you, we head into 2018 better than ever. And we hope it’s also your best year yet.