Twelve Days of Commerce: #10 HULKEN

It was the end of November, when I started to think about how I was going to lug a Christmas tree from one end of Battersea Park, to my apartment.It was the end of November, when I started to think about how I was going to lug a Christmas tree from one end of Battersea Park, to my apartment.Emily, my other half and master of persuasion explains - Emily, my other half and master of persuasion explains - “There’s nothing more ‘manly’ than walking down the road to pick up the Christmas tree, and carrying it all the way home slung across your shoulder.” Of course, this was an excuse to not carry it herself, even though (obviously) I would have offered anyhow.

However, if I had some kind of convenient schlepping device that meant I didn’t have to carry this 6ft Norwegian fir tree a mile over my shoulder, would I sacrifice this ‘manly’ quality while saving myself a trip to the physio? Of course! Little did I know, the solution was right in front of me.

What is a Hulken?

The real question is: what isn’tHulken? Hulken bags are a simple yet brilliantly reimagined take on the modern-day tote bag, enhanced with much-needed functionality. In an article, Hulken co-founder Alex Shinasi explains, “Tote bags on the market often don’t meet the most basic needs and are generally too bulky with little storage.”

The functional goal of Hulken is straightforward: to provide a far easier and more convenient way of transporting groceries, shopping hauls, a Christmas tree (as in my case), or essentially anything else you can imagine - maybe even a friend if they’re tired of walking. All in all, Hulken has mastered a stylish, portable design tailored for city living. Crafted from memory fabric to maintain its shape and equipped with stainless steel wheels, Hulken’s brilliance lies in its simplicity. Its iconic color schemes and, perhaps most importantly, its branding and persona, which I’ll discuss a little more at the end.

It started with a pitch

We were about 18 months into the launch of Igloo Media when I had the pleasure of meeting Alex (at the time based in Tel Aviv). Alex was introduced to me through a mutual friend in e-commerce who mentioned that she was exploring options in the paid media space. Her goal wasn’t just to learn more about Igloo but to connect, hang out, and discuss trends we were seeing in the D2C space, particularly with brands experiencing growth in 2022 (which, in itself, was impressive). After a few minutes of chatting, it became clear that Alex didn’t really need my help. Why?

From the outset, it was obvious that Alex and her co-founder, Yoni, deeply understood the organic virality embedded in Hulken’s DNA and the immense potential it carried within the communities it reached. While I can’t definitively speak to Hulken’s growth philosophy, Alex’s approach immediately reflected a few principles I admired.

Alex explained that she was committed to keeping her team as lean as possible, focusing her energy on larger strategic priorities, like overseeing a critical manufacturing shift to a new location in India. Until that was completed, Alex recognized that PPC success, especially, was less about hiring a name-brand agency and more about having a skilled, analytical operator driving the engine on both Google and Meta - an insight no doubt shaped by her background as a serial SaaS and D2C aficionado.

Instead, Alex’s pragmatic approach to steady, efficient growth stood out. Hulken didn’t follow the typical venture-driven playbook of chasing fame, fortune, or as much funding as possible in pursuit of an exit. I’m almost certain Hulken is a great example of a bootstrapped success story, and having understood more about their philosophy, I’m confident the impressive growth in 2024 will continue in 2025.

The tribal power of branding

The ergonomic benefits of Hulken are certainly one thing, and of course, a necessary element of the product. However, I’ve spent a lot of time thinking through what I’d call a “disruptor” brand. This is a brand that alters shoppers’ psychology and also has a powerful ability to push consumers into a movement. I’ve always thought Hulken could have the organic power to fall inside this category, but it was only earlier this year that my opinions were officially confirmed.

On my trip to New York in August, I was staying with friends who were kind enough to host me for the week (which, if you haven’t been to New York, you’ll quickly see why this is a huge W). Nestled in their wonderful apartment in the Upper West Side, I’d just come home from work when her sister walked through the front door with a large bag of laundry. But was it a bag? No, it was a Hulken bag!

As excited as I was to share that I’d met their founding team, I asked her what she thought of the bag. While the conversation went on for just a minute or two, she explained briefly, “I can’t imagine not having a Hulken in New York now that I’ve bought one,” and “they’re all over the Upper West Side.”

Hulkens have become just as much of a fashion statement as they are a schlepping mechanism. With their bold, bright colors, shiny finish, and recognizable handles that emerge from its glossy shell, you’ll feel like a fashionista walking down the street. They’re also the kind of product where, when you come across someone who’s schlepping home with their Hulken too, you give each other a high-five or say “nice Hulken!” like a strange yet unified cult of premium schleppers. Hulken is a movement, and I’m all for it!

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