June 7, 2023

Restock vs. Pre-Order: How We Think Through Our Order Strategies

Restock vs. Pre-Order: How We Think Through Our Order Strategies

We've received one question more than any other during the Side Hustle debut and restock process: "Why didn't you offer the Side Hustle as a pre-order?"

It's a valid question, and we want to address it.

The demand for the Side Hustle has been incredible. We've sold out of three batches within hours of each launch, despite increasing the batch size each time. In fact, our last batch was the largest in our company's history. We see a massive bump of sign-ups for “Back in Stock” alerts after each sell-out, so clearly our restocks have not been enough to meet demand. Naturally, you guys are wondering why we didn’t just start with a pre-order so we can allow everyone to purchase exactly what they want. 


We hear you, and further down in this blog we'll also list why we appreciate pre-orders as well. But first, we will start with why we chose #TeamRestock for the Side Hustle:


  1. Shorter Delivery Timeline: The Side Hustle is a less complex bag compared to some of the bigger bags in our collections (looking at you: Synik, Aeronaut, Techonaut, Tri-Star, etc.). We know that if we keep it at the top of the priority list for our Production crew, then the whole process of completing a large batch can take as little as two weeks. In fact, we debuted the Side Hustle on April 28th and have since restocked on May 11th and May 24th, so we’ve successfully met our 2-week timeline twice now! In a scenario where we instead choose to launch via pre-order, the timeline would be much longer than two weeks.
    • Here’s a rough breakdown of what we expect a Side Hustle pre-order timeline to look like: launch the pre-order window for 1-2 weeks to let everyone put in their orders, allocate 2-3 weeks minimum for priority production = 1 full month at the minimum to completion.
    • And if you missed the first pre-order, due to the setup of our systems, we won’t be able to start the second pre-order until the first pre-order is fully closed (i.e. every bag from the first pre-order is shipped out), so that means you’re likely going to have to wait a minimum of 2+ months for the earliest chance at getting a bag.
  2. We anticipated the Side Hustle would be popular (but not this popular) so wanted it to be a stock product immediately: Historically, we’ve used pre-orders to test the market (usually new designs and occasionally retired designs that folks ask to bring back) before committing to making it to stock or retiring it back into the vault. Given the ever growing popularity of our Side Kick and Side Effect and the fact that you guys have been asking us for a very long time now for another variation of a Side-bag with more capacity, we felt fairly confident that the Side Hustle would be popular right out the door and didn’t need to go through the pre-order testing phase. We’re humbled that the demand has surpassed what we originally expected, hence we’ve increased the batch quantity each restock and will plan to continue to make batch sizes above our normal quantities until you all are able to get your Side Hustle!
  3. Consistent Production Flow: Maintaining a balanced stock of finished bags has been a challenge for us since we transitioned out of making face masks in 2021. While pre-orders helped satisfy customer demand for specific bags, they caused spikes in production that made it difficult to plan a consistent flow. This resulted in long periods of certain collections being completely out of stock. This past year, we’ve worked hard to keep everything that is core to our collections stocked by maintaining a steady flow in Production, even during new bag debuts.

Restocking has its obvious shortcomings. Here’s a list that comes to mind:

  1. Risk of selling out quickly: Rapid sell outs result in a poor customer experience. With a pre-order, we can determine a set window for customers to put in their order, so there is a lower risk* of selling out in a few minutes or hours.
  2. Launch Times: We know setting an exact date and time for a launch of a bag can be a stressful shopping experience for some folks. Whether it’s work, school, family obligations, sometimes you are just not available at 10am or 2pm on a weekday to do online shopping. We also like that pre-orders remove this layer of added stress.
  3. Fewer Colorway Options: We risk stocking colorways that end up being unpopular with our customers. Whereas, with a pre-order, we can generally offer a broader assortment of colorway options** and let you guys tell us what resonates with you.
  4. Uncertainty in Planning and Resource Allocation: Restocks inevitably include a lot of guesswork for our team when it comes to planning. It’s much easier to allocate resources when we know exactly how many bags have been pre-ordered.

*We’ve seen some confusion from customers who believe that with pre-orders, the order limit does not exist. This is not true, just like restocks, the limit does exist. In the past, we have closed pre-orders early due to selling out the maximum amount we can make before our expected delivery time. We are limited by the materials we have on hand, whether it’s the fabric color or type, a custom part with long lead times to procure, or something else. Additionally, we choose to make every bag in our own factory in Seattle. Our Production crew of very talented seamstresses, seamsters, joiners, and floor staff can only make so many bags during any given window of time.

**Some customers have wondered why we don’t offer the option to fully customize the colorways according to their preference during a pre-order. With our current available supply of exterior and interior fabrics, we’ve calculated that there are over 160(!!) unique colorway combinations that we can put together. It’s simply not realistic for a business our size to be able to offer everything all at once while managing reasonable timelines for delivery. You can always drop us a comment on Instagram or emailus@tombihn.com if we haven’t yet made your dream colorway. We cycle through different colorways regularly and always take customer feedback into consideration. It’s worth noting that at the time of writing this blog, the Side Hustle has already been offered in 17 colorways!

As always, thank you all for the support! We appreciate your feedback and are always striving to improve to serve you better. If you have further questions, please don’t hesitate to drop a comment below or shoot us an email. - The TB team


Mike Ballai - June 23, 2023

For all the grief in trying to get one, the bag is just the nicest I’ve ever used. I have been using the Cafe bags for a long time but this just rocks.
TOM BIHN replied:
Thank you so much! So happy you’re enjoying your Side Hustle

Laurey - June 23, 2023

For me, your business model is understandable given everything is made locally in your shop. I missed the last round of Side Hustle bags and now the deep blue color is not in production (most of your colors appear too tired and dull or flashy for me) :( Pre-ordering would seem to be the answer, but without a ship date attached this would leave me in limbo. Oh well. I can either buy something else or wait – there are other bags to choose from. My well-being isn’t dependent on possessing an idealized product.

Amanda - June 23, 2023

Hi! I’ve been trying to get the Dark Blue/Yellow (I’m sorry, I can’t remember the color names right now) Side Hustle since they first came out – and that color combination is no longer listed as even “In Production,” so I can no longer ask to be notified when it comes back in stock! Are you planning on bringing that out again so that I have another chance at getting it? Please?
TOM BIHN replied:
Hi Amanda! Great question, sounds like you’re referring to the Deep Blue/Marigold colorway. Currently, that is in fact not in production. Our Deep Blue color has been so popular that we ran out of the fabric earlier than expected. It’s a color that we get regularly from the mills that we work with, so more is already on the way! However, this does leave us with an awkward gap in time where batches of bags cannot be restocked in Deep Blue.

TLDR: The next batch of Side Hustles won’t have Deep Blue, but we hope the batch after will have it again. Thank you for your patience!

Stefanie - June 23, 2023

I have been hoping to order one, but like restocks for the yarn sack….it is almost impossible to order. I understand your wishes to keep stock available but I know many shops that do hybrid sales, to give those that can pop on at a minute’s notice the chance to purchase and get it instantly, while others that cannot due to work, school, etc can come in and have time to order preorder. I have waited four months for some preorders if it is for an item I really would like and I am sure many others would be happy to wait for a product in the color and style they want versus grabbing whatever is left or missing out on yet another restock.
TOM BIHN replied:
Hi Stefanie! Thank you, we appreciate the feedback and sorry to hear that ordering the Yarn Stuff Sack hasn’t been easy. Internally, we have been exploring what maintaining a more hybrid ordering strategy would look like, though operationally don’t have the best answer yet.

Kathryn P - June 14, 2023

I have had the Side Hustle (Deep Blue Ballistic / Zest 200 Halcyon on my Wish List since April 2023 as a birthday gift for my husband. He wants a crossbody bag he can take to medical appointments. He is a Navy Veteran and this would be perfect I have now missed two opportunities to purchase from newly released dates. His birthday is long since gone by. I am extremely discouraged about this situation and am beginning to question the rationality of this kind of shopping. Yes. Tom Bihn products are very well made. Yes. I wanted to give my husband the best out there. No. As his caregiver 24/7, I cannot afford to set up camp next to my in box day in and day out waiting for an illusive opportunity to buy. I cannot afford to be in a mindset of constant discouragement over this. I need my focus trained on other more important things in our lives. I would like to preorder or special order. I am willing to make that commitment. That is not part of the Tom Bihn charter. I am doing some real soul searching about materialism as a result of this particular situation.

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