The wheelie bag rides again as ‘nanna glamour’ takes hold

Younger women and men are discovering the former fashion faux pas is a great alternative to lugging heavy bags

While traditionally associated with older individuals navigating their way home from the grocery store, shopping trolleys are experiencing a revival among shoppers of all ages, thanks to a stylish makeover aligned with the current trend for "nanna glamour."

High street retailers are reporting a significant uptick in demand for these practical "wheelie bags," as consumers increasingly view them as a chic alternative to carrying supermarket bags or driving to the shops.

John Lewis, a prominent department store, has noted a remarkable 80% surge in shopping trolley sales over the past six months compared to 2023, prompting the retailer to expand its range of available styles.

Fashion pundits suggest that the appeal of "nanna glamour" lies in its fusion of high fashion with comfort and convenience, offering a modern and eccentric aesthetic that resonates with shoppers seeking both style and practicality.

Consider the resurgence of loafers, for instance; they provide far more comfort compared to heels, yet they can elevate an outfit with a sophisticated, high-end finish," elucidated Beth Pettet, the head of fashion at John Lewis.

Loafers: another side to the ‘modern, eccentric’ look. Photograph: Streetstyleshooters/Getty Images

"Similarly, shopping trolley bags are a lifesaver for transporting heavy items. In past years, these were considered somewhat unfashionable, but the wheelie wonders are now experiencing a revival."

Early adopters of trolleys recall facing ridicule and disapproval from friends and family who were disdainful of the practical bags and avoided being seen with them in public. However, they found some validation when luxury fashion houses like Chanel and Louis Vuitton introduced designer versions of the humble shopping trolley.

The current acceptance of using a shopping trolley is aligned with the popularity of "old lady" fashion, with younger women embracing crochet tops, silk scarves, loafers, and brooches.

Although it might be a bit of a stretch to label the wheelie shopper as a coveted "It" bag, it has certainly evolved significantly from the bulky tartan versions of the past that were commonplace on high streets decades ago.

Similar to the transformation of prams into versatile "travel systems," modern shopping trolleys showcase innovative engineering, blending lightweight, waterproof materials with chic aesthetics. From compact, foldable designs to six-wheeled "stair climber" models, these advancements cater to the needs of urban dwellers, particularly those residing in top-floor flats.

For fashion-forward consumers, there are options aplenty, including limited edition fabrics and customizable features allowing buyers to personalize their trolleys with preferred bag, frame, and wheel colors. However, while these premium versions may come with a hefty price tag reaching several hundred pounds, budget-friendly alternatives are readily available at major retailers like Argos or Ikea, with entry-level models priced around £25.

According to shopping experts, the current surge in demand for shopping trolleys is being driven by young urban professionals, particularly those without cars, who prefer to complete their weekly shopping in a single trip. Additionally, there's a noticeable shift towards designing and marketing these trolleys with men in mind. For instance, the popular Spanish brand Rolser offers the "Basket," equipped with off-road wheels and a capacity of 58 litres. Its advertisements feature a beanie-wearing hipster in shorts skateboarding, presenting a contemporary alternative to the traditional image of using a mobility scooter.

Jackie Clover, the managing director and founder of the upscale British brand Sholley, noted that consumers are increasingly seeking brighter colors and more youthful designs. Sales have outpaced previous years, with particular demand for vibrant options like the brand's "moc-croc" pink and green bags. Clover highlighted the growing appeal of such designs among a younger demographic, indicating a shift towards brighter and more dynamic aesthetics in the market.

Clover observed that the COVID-19 pandemic has catalyzed shifts in people's attitudes towards shopping trolleys, influenced by changes in lifestyle habits during the crisis. "Covid prompted people to try something different for various reasons, including walking more, and it hasn’t changed [back]," she remarked, highlighting the enduring impact of these changes.

At John Lewis, the demand for Rolser trolleys is evident, with both models currently sold out. This surge in popularity could be attributed to the overwhelmingly positive reviews on the retailer's website. One buyer admitted to overcoming initial reservations, stating, "Had a stigma about buying one until I saw this," while another praised its lightweight build and smooth maneuverability, describing it as "very lightweight and glides along nicely." Another customer noted that the trolley instilled confidence in them to opt for walking to the shops instead of relying on their car and paying for parking. Such testimonials underscore the growing appreciation for the practicality and convenience offered by modern shopping trolleys.

Source: theguardian