OMyBag: An (un)sustainable business model to support a sustainable brand’s expansion?
Designed in Amsterdam and handmade in India OmyBag is not your ordinary bag. This eco-friendly bag brand with a social mission, has successfully expanded its sales to 21 different countries across 121 different cities since its inception in 2010. The company's operating model has successfully supported growth during the first five years of the business' existence, but is it the right model to support continued sustainable development of the business going forward?