Su.B Story

The Journey of Creating Eye-Catching Laptop Bags

How the “Su.B” was born?

The year was 2013, and our founder Sue, who is a professional and travels the world, was walking around in Amsterdam looking for a beautiful functional laptop bag. One store had a beautiful bag, but it was not functional. Another store had a bag with the right functionality, but not the right style. Sue spent hours, walking from store to store, had seen thousands of bags, and finally went home empty-handed and disappointed.

At home, Sue continued looking for her ideal laptop bag on the biggest online marketplaces, and was again not successful. Although there were a lot of stores selling bags online,  the interesting thing was that there were very few online stores that specialised in designer laptop bags with a variety of size and colour choices. So, Sue decided to devote her passion for design to start her own brand. This is how “Su.B Collection” was born!

The Su.B brand name has been carefully chosen, and contains a few important elements:

  1. Su - the name of the founder
  2. B - the design focus is Bags, and for Business 
  3. Su.B - simple to remember, with an emphasis on unique design of Bags for Business/professional customers as a main target group.

Over the past years, the Su.B brand and its aspirations have evolved, in addition to offering a unique design, a variety of size and colour choices at affordable prices, and Italian high standards of craftsmanship, we believe customers will buy from us with the expectation of the best service. Therefore, it is the mission of our business to offer excellent customer services and to achieve 100% customer satisfaction.


A Journey of Creating Beautiful Laptop Bags

As a business woman and a supply chain professional who has worked for large multinational corporations for more than 16 years I am confident that I know how a prefect stylish and functional laptop bag should look like.  I am also aware of the fact that building an efficient supply chain is essential. But that is not enough, there are numerous additional questions and challenges in front of us:

  • Where to design the product?
  • Where to find the producer / manufacturer?
  • Which materials should we use? 
  • Which markets should we enter? 
  • Through which sales channels can we best sell our products?
  • Who will be our target customers?
  • How do we build our brand?

After months of market research, the business concept became clear. We should focus our business on e-Commerce, build our web-shop, and sell on major marketplaces and our own website, In this way we can reach our customers globally, with minimum investment.

The first challenge was: How should we design a bag that meets and exceeds our target customer’s need?



We design Su.B bags for professionals and with their wishes and desires in mind, offering travel comfort, elegance, carrying versatility, and eye-catching colour choices. 

We have been working closely with Dutch designers to create the prefect laptop bag with:

    • Spaces for a laptop compartment with closure, multiple big and small pockets for iPad, tablet, wallets, credit cards, chargers, phones, pens, key rings and much more.
    • Versatile design, that you can carry as a hand bag, briefcase, shoulder bag or crossbody bag.
    • A trolley strap to put it on your suitcase and go.
    • A bag with stylish and exclusive Dutch minimalist design that can present your identity.

The second challenge we had was: Where to find a reliable manufacturer who can understand our requirements, how to source the best materials at affordable prices, and how to ensure great craftsmanship in the manufacturing process?



We decided to start the production in Europe, and Italy is an obvious choice, because of its long tradition of making high quality leather goods, and the wide array of readily available choices of quality leather and accessories. Together with the manufacturer in Italy, we worked out all challenges from choosing leather materials to selecting accessories and meeting our target price. We have now been producing our bags in Italy for more than 6 years, and have many happy customers, as evidenced by excellent reviews from our customers all over the world.

We realised that even if we have a beautiful design, we also need the prefect material and excellent craftsmanship to translate the design to an eye-catching bag that our customers love. Made in Italy is the prefect choice.


Selling Globally

In the past 6 years, we have been selling globally on many major marketplaces like: Amazon USA, Canada, Germany, France, Italy, Spain, UK, and the Netherlands, our products also present on eBay UK, Germany, and in the Netherlands one of the biggest online e-commerce platform etc. We have also many loyal customers who regularly visit and purchase on our web-shop

Su.B collection is also expending from laptop bags to tote bags, handbags, leather accessories and fashion items. We are continually creating exclusive stylish and functional products and make the best quality product with  the best-in-class manufacturers in Italy to meet our customer’s expectation,  


Building the Su.B Brand

In the journey of building the Su.B brand, our mission has been and always will be customer centric. We listen to our customers’ needs, we work with our Italian manufacturers to create products that meet and exceed their expectation, and we offer excellent customer services to ensure they are 100% happy with our products and services.

The hard work and effort pays off. When we receive so many excellent reviews from customers all over the world, we are proud of what we do, and at the same time, it is motivation and driver for us to continue creating even better products for our customers.


A glance of our customers’ reviews

5.0 out of 5 stars

 Elegant Craftsmanship Meets Functionality

Reviewed in the United States on September 10, 2019

Colour: Black

Verified Purchase

I ordered this laptop bag as a birthday present for my wife and to celebrate her recent (well-deserved - so proud) promotion at work. Needless to say I wanted to find something worthy of her new executive status that would not only exhibit elegance and craftsmanship aesthetically, but that would equally serve her day-to-day business needs functionally -- Su.B checks all those boxes and more. The Italian leather is soft to the touch and from the Dutch design and craftsmanship of the stitching on the sheik exterior to the forward-thinking conveniences of the sophisticated scarlet interior, all coalesce into what promises to be a sturdy, premium quality business accessory. If you want a flashy "brand-name" bag, then keep perusing, but if you want your hard-earned dollar to say "I'm all business and this makes it a pleasure," then your search is over. You're welcome...Titan of Industry! ;-)

5.0 out of 5 stars

 Such a gorgeous and well crafted work bag!

Reviewed in the United States on July 10, 2020

Color: Dark BlueVerified Purchase

A little sticker shock, but it’s well worth the money. This is a beautifully crafted bag, real leather. I bought the navy blue, it’s very professional looking and surprisingly light weight even if I load it up. Can fit my Dell Latitude work laptop, iPad Pro, numerous documents and charging cables without feeling jam packed and over stuffed. The hardware and craftsmanship is beautiful. I would definitely buy it in another colour.


The future of Su.B collection

We have come a long way since the inception of the Su.B brand, and our brand has become beloved by many happy and loyal customers. But this is not the end of our journey:

We are confident about the growth of Su.B collection, which we will achieve by selling on more and more e-commerce marketplaces, as well as through retail channels in the coming years. 

Driven by the enthusiasm and positive feedback of our customers, we will continue to grow our brand and appeal to a broader audience. This includes an expanded retail presence in international markets, innovation in product design, and a continuation of our dedication to best-in-class craftsmanship.

Su.B bags will continue to exhibit elegance and equally serve our customers’ day-to-day and business needs.

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