Sherpani growth playbook

Build one fit table from the measured size of each bag family (packed and empty) against the airline limits Sherpani already publishes, plus US carriers checked on each airline's own page and dated. Show it on every product page as "Fits under the seat on: ..." and "Check as carry-on on: ...". Re-label the Boston as a weekender that fits as a personal item only where the numbers allow, move the Jaunt to Carry-ons, fix the Solstice typo, and make the FAQ and guide use the same numbers. Add the table to the guide so "CHECK YOUR AIRLINE HERE" lands on an answer.

Fit is the main buying question for a personal-item bag, and Sherpani's promise is "no-guess travel". Exact, consistent answers remove the reason to leave and compare, cut "didn't fit" returns and reviews, and give Google and AI assistants a clear answer to "which bag fits under the seat on [airline]".

Bag | Stated size | Label today | Fits 16 x 10 x 8 guide?
Soleil AT | 11 x 15 x 5.5 in | Personal item | Check height (15 in)
Esprit / Esprit AT | 11 x 18 x 5 in | Personal item | Check height (18 in)
Jetsetter Tote | 14.75 x 14.5 x 4 in | Personal item | Check width
Wayfarer | 9.5 x 14.5 x 3 in | Personal item | Close
Boston AT | 18 x 14 x 8.5 in | Personal item | No: larger than every limit listed
Jaunt Garment Duffle | 17.5 x 12.5 x 10 in | Carry-on (in Personal items collection) | No
Solstice | 11.5' x 18 x 6.5 (typo) | Personal item | Fix typo, then check

• Airlines change limits

  Show the date checked and review the table every quarter.

• Honest labels exclude some bags from "personal item"

  Sell those as weekenders or carry-ons; a trusted label sells more of the bags that do fit.

• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source
• Your websiteProduct pages (checked October 20, 2026) state size and dimensions in a "Size + Features" block: Boston AT "Size: Airline Personal Item, Dimensions: 18" x 14" x 8.5""; Jaunt Garment Duffle "Size: Airline Carry-On, 17.5" X 12.5" X 10"", yet it is one of the 59 products in the "Personal items" collection; Solstice backpack "11.5' x 18'' x 6.5''" (a single quote, which reads as feet); Soleil AT 11" x 15" x 5.5"; Esprit 11" x 18" x 5"; Jetsetter Tote 14.75" x 14.5" x 4"; Wayfarer 9.5" x 14.5" x 3". No page says which airlines a bag fits.Source
• Your websiteAirline Approved page: "No-Guess Travel"; its FAQ says "Most airlines require under-seat bags to be around 17-18" L x 12-14" W x 8" D" (the linked guide says aim for 16 x 10 x 8); "Every Sherpani bag is built to fit — so you never have to guess, measure, or gate-check again"; a featured read promises "We measured the seats so you don't have to."Source

Move the remaining sale colours into the main family products as discounted variants or a clearly named "final colours" product, redirect the "-copy" and "| Sale" addresses to the family page, and keep the reviews grouped. Check the sale collection after each clearance so new duplicates do not appear.

One page per bag concentrates links and reviews, and a single price story avoids confusing shoppers who find both.

• Shoppers miss the sale price

  Show the discount on the variant and in the sale collection.

• Your catalogueProduct feed (321 products, read October 20, 2026): every colour is its own product across 61 bag families; median price $69, top $225 (Meridian 26" checked luggage); 279 products created in 2026; 79 products show a compare-at price. Separate "| Sale" products duplicate live families: "Santiago | Travel Backpack" ($195.95) and "Santiago | Travel Backpack | Sale" ($136.50); "Prima | Travel Crossbody | Sale" lives at /products/prima-travel-crossbody-copy and "Tempest | Convertible Tote | Sale" at /products/tempest-convertible-tote-copy, each with 1 of 7 colours in stock.Source
• Your websiteReviews run on Yotpo and are grouped by bag family across colours (YGroup tags on 304 products); the Sadie crossbody's structured data shows 4.9 stars from 283 reviews. Yotpo loyalty points are also loaded on product pages.Source

Rewrite the page as text with the image kept: founding story, Boulder roots, how bags are designed and tested, materials, the Fearless Lifetime Warranty and Blue Verve. Add Organization structured data with the founding year and social profiles, and link it from the cofounder blog post.

Shoppers comparing travel brands look for who is behind the bag, and assistants describe brands from text they can read.

• Copy too long

  Lead with three short sections and photos.

• Your websiteThe About page (linked as "Sherpani Way" in the menu and "About Us" in the footer) is an H1 "ABOUT US" and one image with an empty alt text, so search engines and AI assistants read no story. The story exists elsewhere: the careers page says "Based in sunny Boulder Colorado since 2002" and "Inspired by Modern Alpine Culture and Coastal Attitudes"; it lists no open positions.Source
• Your websiteMaterial Science page: "Stronger Than New. Better Than Green."; recycled rPET, "high-tension hardware, reinforced seams". Product pages say "Sherpani bags have diverted the equivalent of 11 million plastic bottles from landfills and waterways". The Blue Verve Project (founders Ed and Maria) runs ocean-plastic education and creek cleanups; a $0.25 "Support Carbon Removal" add-on is sold as a product.Source
• Your websiteFearless Lifetime Warranty: "if your Sherpani bag malfunctions or breaks, we will make it right"; claims by email to a warranty address with two photos, a response in two business days, usually a virtual gift card for a replacement; a $9.99 "Warranty Shipping" product sits in the catalogue.Source
• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source

Rebuild In the News with The Strategist and any other reviews and awards, with quotes and links. Give Text Club a signup form with what members get, or remove it. Either load the shoppable video channel or unpublish the page and drop it from the sitemap.

Empty pages waste the visits they get and look abandoned to shoppers and search engines; press quotes from known titles lift trust for a $145 bag.

• Thin press list

  Start with one strong quote and add reviews as they come.

• Your websitePages in the sitemap with no content: "In the News" shows only divider lines; "Text Club" and "Tolstoy TV channel" show only their titles.Source
• Your websiteBlog, October 2, 2026: New York Magazine's The Strategist "put the Sherpani Soleil to the test and called our award-winning, fan-favorite 3-in-1 tote pack the bag that 'does it all'", the most versatile bag the writer had tested.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source

Add a press line under the Soleil title, a "Featured in The Strategist" strip on the homepage and the travel landing pages, and star ratings with counts on collection cards. Use the quote in the welcome email and in Meta ads for the Soleil.

Third-party proof works hardest at the price points where shoppers hesitate, and it costs nothing once the quote is placed.

• Quote overused

  Rotate with customer reviews.

• Your websiteBlog, October 2, 2026: New York Magazine's The Strategist "put the Sherpani Soleil to the test and called our award-winning, fan-favorite 3-in-1 tote pack the bag that 'does it all'", the most versatile bag the writer had tested.Source
• Your websiteReviews run on Yotpo and are grouped by bag family across colours (YGroup tags on 304 products); the Sadie crossbody's structured data shows 4.9 stars from 283 reviews. Yotpo loyalty points are also loaded on product pages.Source
• Your websiteHomepage: title "Sherpani | Crossbody, Work, and Travel Bags for Women"; sections WORK, EVERYDAY, TRAVEL, CARRY; bestsellers Ceara ($79), Soleil AT ($145), Sadie ($70), Mei AT ($85), Zoom ($62); new Meridian luggage ($195 carry-on, $225 checked); "Free Shipping on Orders $75+"; a newsletter box offering a welcome offer.Source

Read the DMARC reports for two weeks, confirm Klaviyo, Gorgias, Shopify and Microsoft 365 pass SPF or DKIM, then move to "p=quarantine" and later "p=reject". Add a branded sending domain in Klaviyo if not already set.

Better inbox placement lifts every campaign, and customers are protected from look-alike mail.

• Legitimate mail blocked

  Move policy only after reports are clean.

• DNS checksherpani.com sends company mail through Microsoft 365 and marketing through Klaviyo; SPF ends in "~all", DKIM is present, and DMARC is set to "p=none", so receivers are not told to reject spoofed mail.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source

Once the fit table exists, publish a page for each major US, Canadian and European carrier: the airline's limit (checked on its site and dated), the Sherpani bags that fit, a packing list and a link to the airline's rules. Link them from the Airline Approved hub and the product fit tables.

Airline-specific searches are high intent and evergreen, and few bag brands answer them with measured bags.

• Out-of-date limits

  Date every page and check quarterly.

• #1 Put an airline fit table on every bag, starting with the Boston and the Jaunt, whose labels contradict Sherpani's own size guide

• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source
• Your websiteAirline Approved page: "No-Guess Travel"; its FAQ says "Most airlines require under-seat bags to be around 17-18" L x 12-14" W x 8" D" (the linked guide says aim for 16 x 10 x 8); "Every Sherpani bag is built to fit — so you never have to guess, measure, or gate-check again"; a featured read promises "We measured the seats so you don't have to."Source
• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source

Pick 24 gifts in groups (the frequent flyer, the commuter, the festival-goer, stocking stuffers under $50), with one line each on why, and keep the price collections. Feature the picks in email, ads and the homepage, and add gift wrap or a gift note if available.

Short, opinionated lists convert gift shoppers better than full catalogues, and they make better email and ad content.

• Picks sell out

  Name a back-up colour for each.

• Your catalogueThe Holiday Gift Guide collection holds 211 products (almost the whole catalogue) with 21 colour filters; there are also gifts under $50, $100 and $150 and stocking-stuffer collections.Source
• Your websiteHomepage: title "Sherpani | Crossbody, Work, and Travel Bags for Women"; sections WORK, EVERYDAY, TRAVEL, CARRY; bestsellers Ceara ($79), Soleil AT ($145), Sadie ($70), Mei AT ($85), Zoom ($62); new Meridian luggage ($195 carry-on, $225 checked); "Free Shipping on Orders $75+"; a newsletter box offering a welcome offer.Source
• Your websiteReviews run on Yotpo and are grouped by bag family across colours (YGroup tags on 304 products); the Sadie crossbody's structured data shows 4.9 stars from 283 reviews. Yotpo loyalty points are also loaded on product pages.Source

Offer three matched kits by trip (weekend, long-haul, city break) in the same colour, with a small kit discount, on product pages and in post-purchase email. Show how close the cart is to free shipping.

Matched kits raise order value and suit travellers who want everything to match before a trip.

• Discount erodes margin

  Discount the accessory, not the bag.

• Your websiteHomepage: title "Sherpani | Crossbody, Work, and Travel Bags for Women"; sections WORK, EVERYDAY, TRAVEL, CARRY; bestsellers Ceara ($79), Soleil AT ($145), Sadie ($70), Mei AT ($85), Zoom ($62); new Meridian luggage ($195 carry-on, $225 checked); "Free Shipping on Orders $75+"; a newsletter box offering a welcome offer.Source
• Your catalogueProduct feed (321 products, read October 20, 2026): every colour is its own product across 61 bag families; median price $69, top $225 (Meridian 26" checked luggage); 279 products created in 2026; 79 products show a compare-at price. Separate "| Sale" products duplicate live families: "Santiago | Travel Backpack" ($195.95) and "Santiago | Travel Backpack | Sale" ($136.50); "Prima | Travel Crossbody | Sale" lives at /products/prima-travel-crossbody-copy and "Tempest | Convertible Tote | Sale" at /products/tempest-convertible-tote-copy, each with 1 of 7 colours in stock.Source
• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source

Add a warranty badge and one line to every product page, build a claim form in Gorgias with photo upload, and track claims by bag family to feed product development. Use repaired-bag and replacement stories in email.

A lifetime warranty is a strong reason to pay more than a generic bag, and structured claims reveal weak points in designs.

• More claims

  Clear rules on wear and tear.

• Your websiteFearless Lifetime Warranty: "if your Sherpani bag malfunctions or breaks, we will make it right"; claims by email to a warranty address with two photos, a response in two business days, usually a virtual gift card for a replacement; a $9.99 "Warranty Shipping" product sits in the catalogue.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source
• Your websiteMaterial Science page: "Stronger Than New. Better Than Green."; recycled rPET, "high-tension hardware, reinforced seams". Product pages say "Sherpani bags have diverted the equivalent of 11 million plastic bottles from landfills and waterways". The Blue Verve Project (founders Ed and Maria) runs ocean-plastic education and creek cleanups; a $0.25 "Support Carbon Removal" add-on is sold as a product.Source

Build a page with three tiers by quantity, recommended products (Vienna passport wallet, Zoom crossbody, Jetsetter Tote), logo and packaging options, lead times and a quote form that goes to the wholesale inbox.

Corporate orders are large and repeatable, and a clear page turns occasional emails into a channel.

• Custom orders slow the team

  Set minimums and fixed options.

• Your websiteAffiliate page: applications through AvantLink, "a 10% commission" with "a cookie life of 30 days". The Corporate Gifting & Wholesale page is two email addresses (wholesale and corporate gifting; local sales reps) with no form, minimums or logo options.Source
• Your websiteHomepage: title "Sherpani | Crossbody, Work, and Travel Bags for Women"; sections WORK, EVERYDAY, TRAVEL, CARRY; bestsellers Ceara ($79), Soleil AT ($145), Sadie ($70), Mei AT ($85), Zoom ($62); new Meridian luggage ($195 carry-on, $225 checked); "Free Shipping on Orders $75+"; a newsletter box offering a welcome offer.Source
• Your catalogueProduct feed (321 products, read October 20, 2026): every colour is its own product across 61 bag families; median price $69, top $225 (Meridian 26" checked luggage); 279 products created in 2026; 79 products show a compare-at price. Separate "| Sale" products duplicate live families: "Santiago | Travel Backpack" ($195.95) and "Santiago | Travel Backpack | Sale" ($136.50); "Prima | Travel Crossbody | Sale" lives at /products/prima-travel-crossbody-copy and "Tempest | Convertible Tote | Sale" at /products/tempest-convertible-tote-copy, each with 1 of 7 colours in stock.Source

Invite 50 women travel creators, send each a bag and a fit-test brief (pack it, put it under a seat, show the airline), and raise commission for the top performers. Feature their videos on product pages.

Creators prove fit better than claims, and affiliates are paid only on sales.

• Creators exaggerate fit

  Give them the fit table.

• Your websiteAffiliate page: applications through AvantLink, "a 10% commission" with "a cookie life of 30 days". The Corporate Gifting & Wholesale page is two email addresses (wholesale and corporate gifting; local sales reps) with no form, minimums or logo options.Source
• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source
• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source

Add a store finder with REI and independent stockists, mark which styles each carries, and use it in wholesale pitches. Tag the REI styles online so shoppers who saw them in store find them.

It connects retail discovery with online purchase and makes Sherpani look established to new stockists.

• Out-of-date stockists

  Review each season.

• Your catalogue"Sherpani x REI" collection: 17 products, including the Santiago travel backpack ($195.95), Sojourn multi-wear pack ($120), Cabo day pack ($90), Viso foldover bag ($75), Juno travel backpack ($135) and RFID sleeves ($7).Source
• Your websiteAffiliate page: applications through AvantLink, "a 10% commission" with "a cookie life of 30 days". The Corporate Gifting & Wholesale page is two email addresses (wholesale and corporate gifting; local sales reps) with no form, minimums or logo options.Source

Build a Klaviyo flow by bag family: a packing guide on day 2, a fit-test reminder before typical trip dates, a review ask on day 21 and a matching-colour accessory on day 30.

Helpful emails get opened, raise reviews and drive repeat orders for accessories.

• Too many emails

  Suppress buyers who order again.

• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source
• Your catalogueProduct feed (321 products, read October 20, 2026): every colour is its own product across 61 bag families; median price $69, top $225 (Meridian 26" checked luggage); 279 products created in 2026; 79 products show a compare-at price. Separate "| Sale" products duplicate live families: "Santiago | Travel Backpack" ($195.95) and "Santiago | Travel Backpack | Sale" ($136.50); "Prima | Travel Crossbody | Sale" lives at /products/prima-travel-crossbody-copy and "Tempest | Convertible Tote | Sale" at /products/tempest-convertible-tote-copy, each with 1 of 7 colours in stock.Source
• Your websiteReviews run on Yotpo and are grouped by bag family across colours (YGroup tags on 304 products); the Sadie crossbody's structured data shows 4.9 stars from 283 reviews. Yotpo loyalty points are also loaded on product pages.Source

Add a Gorgias macro and a chat quick-reply with the fit table, tag every fit question by bag and airline, and review the tags monthly to decide which airline pages and bags to add.

Fast answers save sales in the moment, and the tags show which carriers and bags matter most.

• Wrong answers

  One source: the fit table.

• #1 Put an airline fit table on every bag, starting with the Boston and the Jaunt, whose labels contradict Sherpani's own size guide

• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source
• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source
• Your websiteProduct pages (checked October 20, 2026) state size and dimensions in a "Size + Features" block: Boston AT "Size: Airline Personal Item, Dimensions: 18" x 14" x 8.5""; Jaunt Garment Duffle "Size: Airline Carry-On, 17.5" X 12.5" X 10"", yet it is one of the 59 products in the "Personal items" collection; Solstice backpack "11.5' x 18'' x 6.5''" (a single quote, which reads as feet); Soleil AT 11" x 15" x 5.5"; Esprit 11" x 18" x 5"; Jetsetter Tote 14.75" x 14.5" x 4"; Wayfarer 9.5" x 14.5" x 3". No page says which airlines a bag fits.Source

Turn on duties and import taxes at checkout for Canada first (and the UK if volume justifies), show landed cost on product pages, and add Canadian airline fit content from the guide.

Landed-cost pricing raises international conversion and cuts refused deliveries.

• Higher shown prices

  Compare with landed cost from rivals.

• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source
• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source

Build an interactive page: choose airline and fare, see the limit (sourced and dated), the Sherpani bags that fit with a packed photo, and a "check as carry-on" warning where needed. Make it embeddable for travel bloggers.

Useful tools earn links and press, and the tool sells the product at the moment of doubt.

• Limits change

  Dated sources and a quarterly review.

• #1 Put an airline fit table on every bag, starting with the Boston and the Jaunt, whose labels contradict Sherpani's own size guide

• Your websiteBlog guide "The Best Personal Item Travel Bags That Fit Under Your Seat" (May 20, 2026; the page's "CHECK YOUR AIRLINE HERE" link points to it): "If you want one bag that works on almost every airline, especially budget airlines, aim for: 16 x 10 x 8 inches or smaller"; tables list Air Canada 17 x 13 x 6 in, WestJet 16 x 13 x 6 in, Ryanair 15.7 x 11.8 x 7.9 in, easyJet 17.7 x 14.2 x 7.9 in, Wizz Air and Vueling 15.7 x 11.8 x 7.8 in; there is no table for US airlines. It then marks every bag "Fits under most airline seats: Yes", including the Jaunt Garment Duffle ("Size: Airline Carry-On", 17.5" x 12.5" x 10", 34L) and the Boston Weekender (18" x 14" x 8.5", 22L).Source
• Your websiteAirline Approved page: "No-Guess Travel"; its FAQ says "Most airlines require under-seat bags to be around 17-18" L x 12-14" W x 8" D" (the linked guide says aim for 16 x 10 x 8); "Every Sherpani bag is built to fit — so you never have to guess, measure, or gate-check again"; a featured read promises "We measured the seats so you don't have to."Source
• Your websiteProduct pages (checked October 20, 2026) state size and dimensions in a "Size + Features" block: Boston AT "Size: Airline Personal Item, Dimensions: 18" x 14" x 8.5""; Jaunt Garment Duffle "Size: Airline Carry-On, 17.5" X 12.5" X 10"", yet it is one of the 59 products in the "Personal items" collection; Solstice backpack "11.5' x 18'' x 6.5''" (a single quote, which reads as feet); Soleil AT 11" x 15" x 5.5"; Esprit 11" x 18" x 5"; Jetsetter Tote 14.75" x 14.5" x 4"; Wayfarer 9.5" x 14.5" x 3". No page says which airlines a bag fits.Source

Build a wholesale kit (line sheet, fit table, warranty, sustainability story, store finder listing), attend one travel or outdoor trade show, and pilot with 20 boutiques and one airport retailer.

Retail spreads awareness in a category where people want to touch the bag, and the fit table is a strong retail story.

• Retail undercuts online

  Hold MAP pricing.

• Your catalogue"Sherpani x REI" collection: 17 products, including the Santiago travel backpack ($195.95), Sojourn multi-wear pack ($120), Cabo day pack ($90), Viso foldover bag ($75), Juno travel backpack ($135) and RFID sleeves ($7).Source
• Your websiteAffiliate page: applications through AvantLink, "a 10% commission" with "a cookie life of 30 days". The Corporate Gifting & Wholesale page is two email addresses (wholesale and corporate gifting; local sales reps) with no form, minimums or logo options.Source
• Your websiteMaterial Science page: "Stronger Than New. Better Than Green."; recycled rPET, "high-tension hardware, reinforced seams". Product pages say "Sherpani bags have diverted the equivalent of 11 million plastic bottles from landfills and waterways". The Blue Verve Project (founders Ed and Maria) runs ocean-plastic education and creek cleanups; a $0.25 "Support Carbon Removal" add-on is sold as a product.Source

Relaunch loyalty as a travel club with tiers, early access to new colours, a birthday gift and points for packing photos and reviews. Promote it in post-purchase emails and on the Text Club page.

Members buy more often, and photo and review rewards feed product pages.

• Points cost margin

  Reward actions that bring value.

• Your websiteReviews run on Yotpo and are grouped by bag family across colours (YGroup tags on 304 products); the Sadie crossbody's structured data shows 4.9 stars from 283 reviews. Yotpo loyalty points are also loaded on product pages.Source
• Your websitePages in the sitemap with no content: "In the News" shows only divider lines; "Text Club" and "Tolstoy TV channel" show only their titles.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source

Gate the wallpapers behind an email signup per destination, send a short trip-prep series (packing list, safety tips, the right bag), and add new destinations each quarter.

Travellers planning a trip are in the market for a bag, and the download tells Sherpani where they are going.

• Gating annoys readers

  Keep one free sample.

• Your websiteBlog "The Getaway Edit" (92 URLs in the sitemap): recent posts on the cofounder (October 15), "How to Pack a Personal Item Bag Like a Pro" (October 1), ocean-friendly trips, travel podcasts and "Free and Downloadable Language Translation Wallpapers"; landing pages for anti-theft, airline-approved and sustainable bags.Source
• Your websiteStore stack: Shopify with Klaviyo email and SMS, Gorgias chat and help center, Yotpo reviews and loyalty, Afterpay, Klarna and Shop Pay Installments, Microsoft Clarity; one extra locale (en-ca); prices shown in 200+ currencies, with customs and duties paid by the customer on international orders.Source

Calculate bottles per bag family from fabric weight, show it on each product page and in the order confirmation, and publish a running total for carbon removal and Blue Verve cleanups.

Specific numbers persuade more than totals, and the order email becomes something customers share.

• Claims questioned

  Show the method and the supplier data.

• Your websiteMaterial Science page: "Stronger Than New. Better Than Green."; recycled rPET, "high-tension hardware, reinforced seams". Product pages say "Sherpani bags have diverted the equivalent of 11 million plastic bottles from landfills and waterways". The Blue Verve Project (founders Ed and Maria) runs ocean-plastic education and creek cleanups; a $0.25 "Support Carbon Removal" add-on is sold as a product.Source