As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable 2025, and what they are focused on for 2026.
Today, we talk with Herschel Supply Company Managing Director Lyndon Cormack, who started the Vancouver, B.C.-based business in 2009 with brother Jamie. Herschel is best known for its stylish backpacks, and has expanded into apparel, luggage and surfboard and snowboard bags.
What is the most important business lesson you learned in 2025?
Herschel co-founder and Managing Director Lyndon Cormack: 2025 reminded us to stay focused on what we can control. The markets moved fast and change was constant, but keeping our teams informed, aligned, and adaptable made all the difference.
We have always believed in building flexibility into the business, especially through a diverse manufacturing network. That foundation paid off this year, allowing us to stay nimble when things shifted. Clear, open communication with our partners, customers, and teams continues to be the key to navigating an unpredictable environment.
What are you worried about for 2026?
Lyndon Cormack: Like many in the industry, we are watching the macro environment closely. Consumer confidence, global politics, and ongoing consolidation all play a role in shaping how people shop and how retailers plan. It can feel like a roller coaster with steady climbs and sudden drops, but we have learned to anticipate the turns and ride through them.
The important part is remembering that this is a shared ride. Our industry works best when brands, retailers, and partners show up together and support each other.
What are you investing in and/or optimistic about for 2026?
Lyndon Cormack: We are leaning into newness. Herschel has always been about classics with a modern twist, and 2026 is about deepening the modern side of that equation. We are in a healthy inventory position that gives us the freedom to create, experiment, and bring new ideas to market.
We have spent the last year laying the groundwork for a wave of innovation with new design stories, new categories, and new ways to excite our consumers and retail partners. The goal is to push the brand forward while keeping everything that makes Herschel, Herschel.
Anything else you would like to add about 2025 or 2026?
Lyndon Cormack: Change is something we have always embraced because it keeps us sharp and creative. In times of uncertainty, finding momentum, no matter how small, matters. We are focused on showing up better than ever and creating reasons for people to re-engage with retail.
Whether it is discovering a new product, a new collaboration, or a refreshed store experience, we want to bring energy back to the industry and remind people that travel, design, and discovery are still worth celebrating.
