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HOW IT ALL STARTED
The idea of creating a trendy large tote bag all started in 2010 when I was an importer of Danish fashion brands. I saw stylists at the World Fashion Centre in Amsterdam carrying around those big blue and yellow IKEA shopping bags. They were such stylish people, and I thought to myself, "Why shouldn't their bags be stylish too?"
I didn't sit on the idea for too long. I found a manufacturer, and by July 2011, after a few back-and-forths with samples, 500 large tote bags in python print were born and delivered to Amsterdam. These rather sexy tote bags were picked up immediately and sold out in no time.
Jump ahead to 2014 when the luxury web store Net-a-Porter expressed interest in purchasing my python tote bag. That was a real wake-up call for me. If such a large and prestigious shop was interested in my product then surely it had much more potential. I gave myself one year to turn that single tote bag into an entire collection. In 2015, it was ready to launch and I did so under a new brand, All-time Favourites (ATF).
EXPANSION—SPAIN & GERMANY
The adventure turned out to be a success and in September 2019, I moved to Spain to work on expanding the ATF brand to a new country. On January 1, 2020, exactly 5 years after the launch of the Dutch web store, we (my lovely team of 4 women: Nanne, Mara, Cristina, and Laura) launched the Spanish web store. That felt so good we decided to do more. Next stop: Germany—a large country with a similar target audience similar to the Netherlands. We launched the German web shop on March 1, 2021.
TODAY—BAGS BIGGER THAN LIFE
As of 2025, ATF has grown to be the ultimate big bag brand, designed to make sure every woman with a busy on-the-go lifestyle, can make the most of her day in style. From school to work, from the gym to the supermarket, from the airport to the beach, and back home again. Our practical and stylish totes, and now wallets and toiletries bags too, are all bags bigger than life—made to help women do it all.
FOR ALL YOU POWER GIRLS, WORKING MOMS, OFFICE GIRLS, SHOPAHOLICS, BEAUTIES, AND GYM BEASTS, PARTY ANIMALS, AND NOBODY'S WIVES - THESE ARE YOUR ALL-TIME FAVOURITES.
