ASB MAGAZINE: Accent Group has been awarded the exclusive distribution rights for leading accessories brand, Herschel, effective May 2020.  Based in Vancouver, Canada, and founded in 2009 by brothers Jamie and Lyndon Cormack, Herschel Supply Co (Herschel) adopted the name of the town where three generations of the family grew up.


Herschel has grown into a powerhouse in the backpack and bag business and has expanded over the years into many other categories. According to industry market research firm ActionWatch Herschel is the third strongest bags brand (on a brand dollar share basis) in the US action sports specialty retail channel. Herschel is  sold in over 90 countries through select concept stores, a global online website and a significant wholesale customer base.


Herschel was established in 2010 here in Australia under Byron Bay based Sidelife Distribution. CEO Dave Fraser  observed that Herschel is at a point where it needs a bigger player to achieve their goals. Meanwhile, Sidelife Distribution will focus on its proprietary brands Mr Simple and Simple Watch Co.


“Herschel is an iconic brand and I’d like to thank our customers and Lyndon and Jamie Cormack for the opportunity to help build a great brand in our market over the last 11 years,” said Dave Fraser, Sidelife CEO & Founder.


Commenting on the newly acquired Herschel distribution rights, Accent Group CEO Daniel Agostinelli said,


“It gives me great pleasure to introduce Herschel to the Accent Group family. The addition of Herschel to our growing portfolio continues to establish Accent Group as a market leader in lifestyle brands in Australia,” said CEO Daniel Agostinelli.




Visit and follow them @herschelsupply.