Inspired Design

Success is in the bag for Fairhope-based mb greene as it sees major growth in its custom division.

by Kaija Wilkinson

After 10 years in the wholesale gift industry, Fairhope resident Mary Beth Greene spent many evenings at her kitchen table designing tote bags with paper, tape and scissors over roughly two years. The ultimate goal, she said, was to create high-quality, eye-catching and functional travel wares. In 2015, the original bag collection – the Turquoise Collection – featuring a solid color palette with turquoise accents on the tags and zippers, was born. Greene leads a five-person team that designs and manufactures an array of tote bags for travel, work, school, vacations and more. Launched amid the COVID-19 pandemic five years ago, the mb greene custom division today accounts for approximately 80% of the business. This division specializes in creating unique corporate gifts. With her company in full growth mode, Greene (MBG) took the time to speak with your author (KW) about the company’s evolution, strategy and future.

KW: Do you have a brick-and-mortar location?

MBG: In the beginning, the business model was wholesale, so we do not. Our office and warehouse are located on South Section Street in Fairhope. Most of our retail sales are generated online. We ship to customers nationwide and offer local customers a free local pickup option.

KW: When and why did mb greene launch the custom division? 

MBG: Before the pandemic shut down non-essential businesses, most of our customers were mom-and-pop boutiques; we quickly pivoted to e-commerce. That interruption sparked a new layer of business: mb greene custom. We used the time and resources, leaned into our seven years of industry and factory relationships and set out to help businesses reconnect with their customers and elevate their brands through custom design projects. We found a new audience: businesses looking for creative ways to tell their brand story through thoughtful corporate gifting, employee and customer appreciation and event gifting. People began to value quality over quantity. As we pitched to new customers, we heard, “We’ve always wanted to do something like this, but didn’t know where to start.” That’s where we come in. We love being the creative partner that brings your ideas to life.

KW: What are mb greene custom’s most in-demand, brand-specific products and who are the main customers? 

MBG: Our most in-demand products range from corporate swag bags for leadership conferences to canvas totes for events like golf tournaments. Whether it’s a welcome gift or event takeaway, our design team is intentional about every detail – logo placement, color, size – because when people are gifted the item, we want them to love it. We strive to be a partner to our clients, creating thoughtful, functional pieces that people genuinely love to receive. Every project reflects our commitment to intentional gifts that feel personal and high quality. There’s no one-size-fits-all when it comes to our clients, and we love that. We work with businesses all over, from Colorado to the Carolinas, and across so many industries. Think construction, banking, medical, retail, fashion, spas, hospitality and food and beverage.

“Whether it’s a welcome gift or event takeaway, our design team is intentional about every detail — logo placement, color, size — because when people are gifted the item, we want them to love it.”

-mb greene founder, Mary Beth Greene

KW: From what do you draw design inspiration? 

MBG: Our story is deeply art-inspired and woven into each of the collections. Some of the art is a nod to my late sister, Mandy Bagwell, and other pieces are inspired by original art from local artists and creatives across the country who I love and admire. I am constantly inspired by the stories of other entrepreneurs. It seems everyone’s story begins with something they are passionate about. That passion leads to an idea, and a business opportunity is born. It’s amazing how often our paths follow the same ups and downs. I find the business stories of others to be encouraging, reassuring and a great reminder that all the emotions are “normal” as a business owner. Fun fact: My business started in my garage just like those of others who were integral in the start of Disney, Amazon, Apple and Mattel.

KW: What do you believe sets mb greene products apart?

MBG: What really sets us apart and creates value for our clients is that we design products that check all the boxes. There just aren’t many things that you can buy off the shelf or online that are functional, high quality, gender neutral, thoughtful and totally custom. Because we design from scratch, we get to think through every detail – brand color, functionality, logo placement. Everything is intentional. Our designs are classic, but there’s always that one special twist. That’s always been true for us, even way back when we started with our signature touch of turquoise or a fun lining inside the bag. Take our glasses case, for example. It’s not just a standard case; it holds two pairs. That’s the kind of thing we love to build on. We’re always looking for that little “aha” moment, something that makes the gift feel extra special. When people are excited to use it again and again, that’s when we know we got it right.

KW: What’s your strategy for fulfilling large orders that are in the thousands?

MBG: Some of our biggest orders come from companies that need gifts for a wide range of people – men and women, from shift workers to C-level executives. That can be tricky to find, because most gifts are not one-size-fits-all. We design gender neutral, functional pieces that feel personal without needing to be customized per person. It’s perfect for things like holiday gifting or corporate retreats where everyone is getting the same gift and it works for all of them. Whether it’s 150 or 5,000, we help brands create a consistent yet thoughtful gifting experience that fits their budget and goals without compromising quality or style.

KW: How does mb greene generate new business? 

MBG: Much of our growth has been through word-of-mouth. It’s a ripple effect of one customer gifting a product to their client who loves it and asks, “Where did you get this?” Then they become a customer, and it grows from there. That kind of organic growth has been huge for us. We are intentional in managing our design calendar. There are a limited number of projects we can take on. There’s only so much time in the day, and we want to make sure each project reflects the quality and attention to detail we’re known for.

KW: You, and mb greene, have appeared in numerous national media outlets. Of which are you most proud? 

MBG: One of my “pinch me” moments happened just three months in, when I was still running the business out of my garage. We were so new, we didn’t even have a real brand yet, just a few products at a trade show. And then, Neiman Marcus found us. It was totally surreal. They’re known for such high standards of quality, craftsmanship and design. The fact that they saw all of that in our products – so early on – felt like the ultimate compliment. Total “bright lights” moment for sure.

KW: Going into your second decade, where do you see the company in 10 years? 

MBG: Looking ahead, we’re excited to grow our custom angle of the business. One of the ways we see that happening is by scaling up and growing through private-label products. That means not just custom corporate products but partnering with brands in the fashion space where we see huge potential. We’re looking for designers and apparel brands that want a trusted partner to create bags and accessories that complement their style. They stay in their zone of genius, and we bring our expertise in design and production to create beautiful, high-quality pieces behind the scenes.

KW: What are the challenges of doing business right now?

MBG: Tariffs have definitely been a challenge, just like in 2018 when we were hit with an additional 25% tariff, which felt huge at the time. We pushed through, though, adapted and kept going. That same mindset applies today. We’re choosing to move forward, stay flexible and hope that things will get resolved sooner rather than later. Shipping and turnaround times have been another challenge. We are getting more and more savvy about ways to make things happen and shorten lead times. We ship by air and educate our clients on ordering in advance. We are also stocking more customizable products in our warehouse for smaller orders that we can fulfill quickly.

KW: How does mb greene give back? 

MBG: Each year, the M. Bagwell Foundation awards scholarships through an application process that includes an essay and references. So far, we’ve proudly awarded seven scholarships to deserving Morgan Academy (mine and my late sister, Mandy’s, alma mater) students furthering their education. A portion of all mb greene sales is donated to the foundation annually.