CRK: a shift towards a new era

CRK: a shift towards a new era

3 min read  —  Mar 21, 2024

by Zeineb Ouertatani

Practical, easy to carry, and effortlessly chic, the CRK handbag is catching up with the latest trends and has been making a big comeback since its latest REBIRTH campaign in 2023.

The Tunisian-based, handbag brand- CRK- is fashioning a new kind of It-bags, positioning its new and old redesigned products as an everyday counterpart to your standard handbag. 

Taking a deep dive into the history of this brand, you’ll find that it has been rooted in the legacy of Tunisia's leather industry since its launch back in 1986.

It has been harnessing centuries-old expertise and infusing it with modernity to redefine the landscape of handbag craftsmanship.

In recent years, CRK has undergone a significant transformation in the fashion  industry, resulting in remarkable growth attributed to strategic positioning and approach. This shift has been fueled by a focus on smart and up-to-date strategies, leveraging high-end wholesale channels, influencer partnerships, and a strong commitment to trends as foundational pillars. 

While this journey wasn’t without challenges, going through a significant decline over the years, losing its trendiness and appeal in both sales and marketing efforts, excluding its classic pieces and collections. Leading it to a stagnation point in 2019. However, from this stagnation arose a phoenix-like rebirth with the launch of its latest "Rebirth Collection" in 2023. This collection symbolizes not only a resurgence but also a renaissance of the brand's design ethos and marketing strategy. The Design Team with the collaboration of the creative director has managed to give it a new lease on life. In the vein of the rising trends, which advocate simplicity and minimalism as the antithesis of flashy aesthetics, the CRK bag has been given a new lease on life in the fashion world.

“Positioning has been key to CRK’s success”, Marwa, the Marketing and Creative Director of the brand, says.

CRK has achieved this via its stores in three iconic malls: the Mall of Tunis, the Mall of Sousse, and the Mall of Sfax, marking a triumphant expansion that reflects the brand's unwavering dedication to excellence and innovation.

By positioning the bags in three prominent sales locations across the country, consumers are encouraged to perceive CRK as the quintessential everyday bag, seamlessly complementing their iconic selections.”, Marwa added.

This fruitful innovation yielded handbags that embody the brand's harmonious fusion of heritage and innovation. Each piece in the collection reflects a delicate balance between timeless elegance and avant-garde allure, ensuring its relevance in today's ever-changing fashion landscape.

In this Rebirth Collection, CRK is reinventing the essence of their bags with a casual spirit with modular cuts and a practical format, sometimes in a more couture-oriented vein, with clean lines and leather stitching. Between models that rely on solid values and those that draw the card of originality, there’s something for everyone. One thing’s for sure – these bags are the must-haves.

Féticha 1.0 exudes elegance with its delicate chain detail, offering a refined accessory that embodies timeless charm. Bready captures the essence of the classic baguette bag with vibrant color play and an embossed logo. Sophy stands out with its tone-on-tone embossed logo and versatile camera bag-inspired shape, symbolizing steadfast companionship.

Féticha 1.0

Shop Now 95 TND


Shop Now 329 TND

Mini Bowly

Shop Now 349 TND

Moreover, the handbag brand’s marketing strategy for the 2024 Valentine’s Day’s  FLIRTY Collection has been nothing short of visionary. One standout example is the transformation of an old product into a trendy micro bag, embellished with shimmering accents, just in time for Valentine's Day. This strategic move not only revitalized a classic design but also tapped into the romance of the holiday season, resulting in booming sales and heightened brand visibility.

“Simplicity is the new eccentricity. I worked on the idea of a form both traditional and contemporary, capable of satisfying the most sophisticated and stylish women. And that’s how the FLIRTY bag was born.” Marwa said.

CRK's journey of reinvention and revival showcases its resilience and adaptability in the face of challenges, solidifying its position as a trendsetter. Moreover, CRK is actively expanding its client base, targeting a younger demographic while also updating its offerings to appeal to its existing clientele. 

“It’s speaking to the modern woman; she is successful, consistently on the move, and habitually multitasking.” Marwa declared.

This strategy aims to invite customers on a transformative journey, encouraging them to embrace a fashion-forward lifestyle regardless of age or status.

As it looks to the future, CRK remains committed to pushing the boundaries of handbag design, ensuring that its legacy of innovation and excellence continues to captivate hearts and minds worldwide. The brand, will soon be going on an exciting journey to expand into the international market. This includes not only opening physical shops, but also exploring collaborations with international concept stores.

Quick Share


Connecting you,
connecting all

Mediterranean fashion magazine and platform, proudly based in Tunisia.

Keep Exploring.
Supported By
create4med emea
©2024 maft Magazine. All Rights Reserved.