Last spring, Dominika and Katarina Bučar launched a new range of stylish drawstring backpacks. The first Boopack was made of black artificial leather, and it is this model than embodies everything the brand stands for: Boopacks are minimalistic and modern yet conspicuous backpacks.

The company started out locally, but in 2016 they received an offer they couldn’t refuse: Asos, a major online retailer, bought some of their products and started selling them through their website. Boo is currently the only Slovenian brand sold on Asos. Moreover, Dominika and Katarina have started selling their backpacks directly through the Asos Marketplace.

Katarina Bučar believes that the quality of their backpacks was the reason why Asos became interested in selling their products. However, she said that their marketing strategy, which relies heavily on social networking, has also played a vital role in the company’s success.

“Me and my sister wanted to design our own products, and we knew there was a market for such backpacks. We have always wanted to work in the fashion industry. Dominika has a degree in architecture, so designing has always been her thing,” said Katarina, adding: “I think the reason why Asos bought our backpacks is because they are unique, minimalistic and adaptable. We also make sure that our web presence is strong. The quality of our products is our top priority, and we regularly update our product ranges.”