Frank Heissat, a veteran of the sporting goods industry, has big plans for MUB, a French start-up that has developed a practical and versatile line of bags and accessories that can be used at the same time for sport, business and travel. He has acquired a majority stake in the company through his own investment vehicle, Tonus Consulting, with the aim to expand the line and to internationalize its distribution.

Andy Gugenheimer, another industry veteran who helped develop the design of the first prototype of the bag in 2015, will remain involved as a minority investor along with Moral, a major luggage company based in Hong Kong.

MUB and its eponymous website, which is currently the only distribution channel aside from a few wholesale clients, stand for a “Multi-Utility Bag.” The product range consists of seven styles with multiple variations, priced from €39 to €229. The best-seller in the line, the Biarritz Deluxe traveler, carries a maximum price tag of €189.

The bag is offered as a practical and compact solution to carry business and sport equipment along with personal belongings on a short trip of one to three days. A dedicated model for cycling is under development.

As CEO of MUB, Heissat has started to approach potential distribution partners including key accounts, agents and distributors. Moral, which is responsible for distribution of the line in the Asia-Pacific region, opened the first MUB shop in Hong Kong last September.

Heissat became interested in the start-up as a board member of EuroSIMA, the European action surf industry federation, and Outdoor Sports Valley (OSV). Both opranizations promote intense incubator programs for innovative companies in the sporting goods sector.

Heissat began to look for investment opportunities after leaving as president of Dakine Europe in June 2016. He has spent 27 years in various management roles in the sector, working also for companies such as Nike, Puma ad Oakley.

MUB bag