Ridge Expands Into Men's Accessories
Sean Frank, CEO of Ridge, on the state of ecommerce post-COVID
This is a category expansion bet, not a wallet growth plan. Ridge is treating Coach as proof that men will buy a full stack of branded accessories, bags, belts, wallets, and travel gear, at premium prices. The key idea is that once a brand has won a spot in a man’s everyday carry, it can sell the next item in the same closet and the same routine, which is how a wallet company turns into a $1B brand.
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Ridge already frames itself as an accessories brand and maps its roadmap directly to Coach’s catalog. In the interview, Sean Frank ties Ridge’s future categories to what Coach sells today, specifically bags and belts, and says the company wants 1% share across multiple accessory categories, not just wallets.
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Coach’s current men’s assortment shows why this is attractive. The brand sells dozens of men’s bags, around 50 wallet SKUs, belts, watches, sunglasses, tech and travel accessories. That means the men’s business is not one hero product, it is a repeat purchase system built around leather goods and daily carry.
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The financial logic is also clear. Ridge says it was on pace for a little over $200M in 2024 and saw a path to $500M by 2026 and $1B by 2030. Reaching that scale from wallets alone is hard, so adjacent accessories raise average order value and give Ridge more products to advertise to the same customer base.
The next phase is Ridge moving from a single product internet brand into a modern men’s accessories house. If execution holds, the company’s growth will come less from selling more wallets to new customers, and more from selling bags, belts, rings, and travel products to customers who already trust the brand and want a matched set of everyday goods.