Desden grows direct-to-consumer sales to $2 million with 90 university licenses

Carol Deshawn, founder of Desden, a brand creating clear stadium bags and game day accessories, reported that the company is on track to reach $2.5 million in sales by the end of January, up from $1.475 million the previous year. Desden, which started in 2007, holds official licenses for 90 universities and produces clear purses overseas while manufacturing canvas totes and accessories in-house in Houston. The company’s growth was initially driven by the NFL’s 2013 clear bag policy, which Deshawn anticipated would extend to college campuses.

Deshawn noted a shift in customer behavior where the buyer, often parents or grandparents, differs from the end user, students. To address this, the company is expanding its direct-to-consumer business, which offers higher margins than wholesale, and utilizing an ambassador program on college campuses to generate social media content. Deshawn is considering whether to add more university licenses or focus on deepening existing relationships, noting that managing 90 licenses is complex at the current scale. She stated, "Last year, we were at 1.4 million to end or 1.475. And this year... we are over 2 million."