Australian handbag maker Lulu is entering the UK this month and is promising to shake up the laptop bag market with the launch of its Silver Toile range.
Speaking to PC Retail, Lulu Australia's Lizze Shea claimed that firms currently involved in the laptop market aren't satisfying demand for fashionable bags that are also functional.
"We've found that a lot of women are looking to accessorise their work outfits with laptops bags that are stylish, but that the majority of products on the market are designed for function first and style second."
The launch of Lulu's laptop bag represents the first time a fashion firm has moved into the market, but Shea believes that it is just the tip of the iceberg: "As technology becomes more of a commodity and less of a luxury, women are going to look to having a bag that fulfils their needs during the day, but can also work on a night out when they don't have enough time to get home.
And while some may question the idea of a fashion firm saying it and its rivals will shake up the PC market, Lulu isn't making baseless claims, having seen serious success in the Australian market where it has been around for five years.
"I think that over the next couple of years, retailers who have not traditionally been involved in the PC market will increasingly begin stocking related products, such as Lulu Australia's Silver Toile laptop bag."