The New Luxury

Worried about brand dilution, high-end brands that have long used wholesale channels are increasingly pulling back, in favor of selling direct to consumers. Luxury sports bag company Caraa, on the other hand, has been easing into wholesale since launching as a DTC brand in 2015. It’s latest move, a collaboration with Gap Inc. chain Athleta, launching today, puts its name on bags nearly one-third of the price of its core collection. According to co-founder and CEO Aaron Luo, it’s part the brand’s long-term plan.