Targus was the biggest pusher of black leather laptop bags in the 1990s. The Anaheim laptop-case maker has since added color, sporty materials and a women’s line. Now, the company tells me, it’s going green.
The Anaheim laptop-case maker plans to unveil the EcoSmart series of bags tomorrow — but it gave me the scoop today.
How green are the bags?
- They’re made of PVC-free material
- The plastics used on the cases are recyclable
- All metal hardware is nickel-free.
- And EcoSmart bags are in the signature shade of hippie hemp, which any granola-minded user should appreciate.
While Targus’ shift to environment-friendly materials may seem like a marketing ploy, the company says it has also launched a company-wide initiative to reuse and recycle. It started a paper-recycling program, it uses recycled consumables and it is looking into more eco-friendly ways to package its products. The new EcoSmart philosophy is being applied to Targus’ design, sourcing, operations and manufacturing.
“Our EcoSmart initiative demonstrates our dedication to reducing the negative impact on natural resources by not only providing environmentally-friendly products, but also by incorporating eco-friendly practices company-wide to help preserve our natural resources,” said Al Giazzon, vice president of marketing at Targus.
The new line of EcoSmart bags includes a sling (pictured above), messenger bag, convertible messenger/backpack (on right) and a top-loading case. All fit a 15.4-inch laptop and include a padded notebook sleeve plus lots of pockets. Expect them to show up in stores by the holidays.
Read about other OC companies going green: Western Digital’s GreenPower
Tamara 'the Gadgetress' Chuang
Here's a list of TV/mobile companies helping consumers one tweet at a time. 
As a marketing consultant, I applaud Targus’s effort on Green bags. I expect that most people buying laptop cases (as opposed to having them supplied by their employer) are impatient — they just want to get it over with, this bag is a means to an end, carrying the laptop that contains their entire life. The advent of the eco-friendly line should make a segment of laptop case shoppers slow down their internal shopping stopwatch and consider a reason why this category does NOT define a commodity purchase behavior pattern.