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Who we are

We are a UK company, born from the love of Italian style, fashion and quality. We have a passion for the innovative Italian brand O bag which has revolutionized the bag industry. The UK company was born from a group of individuals with product knowledge and the mission to succeed in bringing the product to the UK market. The Italian company was founded in 2009 based on Padua-native entrepreneur Michele Zanella’s idea for a watch that could be “combinable”, and in 2010 it presented O clock, a watch with interchangeable silicone straps and dials. Colourful, fun and affordable, in a very short time the watch was a worldwide hit. The success of O clock encouraged the creative Italian businessman to think of other accessories with the same combinable DNA as the watch. As a result, in 2012, it launched “O bag”, the bag in XL Extralight Material®, as customizable as O clock. Bodies, handles, shoulder straps, inner bags to hold and protect the contents could be combined, as well as trims in a variety of materials, from wool to faux fur, to decorate and make the bag even more unique and appealing

Innovative Fashion

O bag immediately became a CULT, selling over 6 million and shooting the company’s turnover to 25 million euro in just one year. Customization became the company’s trademark, and shortly afterwards it began to develop a whole range of bag and watch styles, and much more. As well as customizable bags and watches, O bag now also produces “O sun” sunglasses, “O hug” wallets, “O shoes" and "O slippers”, and houseware items such as the “O joy” smart lamp and “O eat” lunchboxes. In 2016, noted Italian designer Matteo Cibic designed “One”, a strictly Made in Italy modular backpack comprising three elements to mix and match - cover and shoulder straps in technical fabric and an XL Extralight® base. Each O bag product is distinguished by the letter “O”, which stands for the three elements underlying the brand’s philosophy: ONE, ORIGINAL, OWN. Being 100% customizable to suit individual tastes, all products are unique and original. This philosophy means the O bag customer becomes part of creative process for the Italian brand’s products. By creating their personal composition, the customer further reinforces the uniqueness and originality that is the brand’s hallmark.

UK Headquarters

Our office space is based in a central UK location with a warehouse on site. With regular trips to Padua to see the new collections and work with the Italian team, our aim is to bring you the essence of the brand to the UK. If there is a particular product you want and you can’t see it, please let us know and we will let you know if we are getting the product in stock and when.

Our Mission

O bag’s success is based on values such as simplicity, team spirit, eco-sustainability, support for the local area, friendship, family and care for the environment. Youthful, dynamic, Made in Italy but of international scope, with a focus on research, development, innovation and design, the company believes in supporting its local area, and indeed the network of local suppliers. Here in the UK we also try to work with local companies and team up with the most efficient partners, using the same goal values. With an always forward-looking approach, Italy quickly picks up on trends and develops them with its young, talented in-house team. The vital importance of team spirit is reflected in its enterprising management, which aims to make O bag a standard setter in Italian and international business and retail, from creation of the product to its distribution and customer services. Since 2012 O bag has been involved in developing retail worldwide. O bag UK office Today, O bag is present in more than 50 countries, with a network of over 400 either company-owned or franchise stores, as well as widespread wholesale coverage in over 500 multibrand stores. Store concept is based on a simple, clean, streamlined layout that reflects the brand’s philosophy and enhances the product to offer customers the best shopping experience. O bag stores can be found in shopping malls and the world’s busiest city centres, from Rome, Venice, Barcelona, Paris, Warsaw, Brussels, Vienna and Moscow to Miami, Montreal, Manila, Delhi, Johannesburg, Santiago de Chile, Playa del Carmen and China, with 20 stores in Beijing, Shanghai and Chengdu. The partnership with El Corte Ingles in Spain, where the brand has so far opened 8 shop-in-shops, is going from strength to strength, while new partnerships in stores are continually developing.

Reasons to shop with us


For all UK orders over £50


Items are shipped worldwide from the UK


With multiple payment methods


O bag products can be recycled