You probably have one. That massive, structured fabric tote with the monogrammed "S" or "The Miller Family" sitting in the trunk of your SUV or the back of your closet. For over two decades, Thirty-One Gifts—often just called 31 bags—was the undisputed queen of the "side hustle" world. They were everywhere. Then, the world changed.
The short answer is yes. Is 31 bags still in business? Absolutely. But if you’re asking because you haven’t seen a Facebook party invite in three years, there is a very specific reason for that. The company isn't the same beast it was in 2014 when every suburban cul-de-sac was a gold mine for Large Utility Totes.
It’s been a wild ride. From a basement in Tennessee to a billion-dollar empire, and then through a massive corporate acquisition that shifted the ground under the feet of thousands of independent consultants.
What actually happened to Thirty-One Gifts?
Success in the MLM (Multi-Level Marketing) space is notoriously fickle. At its peak around 2014, Thirty-One Gifts was raking in close to $760 million in annual revenue. They had a death grip on the personalized gift market. If you needed a thermal bag for a potluck or a caddy for your knitting supplies, you called "your girl."
But the direct sales model is exhausting. By 2019, the buzz had cooled. Revenue started to dip. People were getting their personalization fix from Etsy or Amazon Handmade without having to join a Facebook group or host a "party" in their living room.
Then came 2020. While the world was shutting down, Thirty-One Gifts was undergoing a massive structural shift. They were acquired by Kanvas Brands, which is a subsidiary of the giant Kanvas Group. This wasn't just a change of hands; it was a survival move.
The founder, Cindy Monroe, stayed on in a leadership role for a while, but the DNA of the company had to evolve. You don’t get bought out when everything is perfect. You get bought out to scale or to save the ship. Under the Kanvas umbrella, the company modernized. They leaned harder into digital sales and away from the old-school "living room party" vibe that defined the early 2000s.
Is 31 bags still in business as a "pyramid"?
People throw that word around a lot. Legally, no. They are a direct sales company. But the "is 31 bags still in business" question often comes from former consultants who felt the sting of the declining market.
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The numbers tell a story of a shrinking field. In the mid-2010s, there were over 100,000 consultants. Today, that number is significantly lower. The company doesn't broadcast the exact headcount of active sellers as loudly as they used to, but the footprint is visibly smaller.
Interestingly, the products actually held up. Usually, when these companies struggle, the quality goes into the trash. Thirty-One somehow managed to keep the Large Utility Tote—their flagship—relatively consistent. It’s still the industry standard for "stuffing way too much junk in a bag for a beach trip."
The Kanvas Brands Era
When Kanvas took over, they moved the headquarters. They streamlined. They looked at the data and realized that the modern shopper doesn't want to wait three weeks for a bag after a "closing date" of a party. They want it now.
They also had to deal with the rise of Bogg Bags. If you've been to a pool or a youth sports tournament lately, you've seen those rubberized, Croc-like totes. That was a huge hit to the Thirty-One ecosystem. The market moved toward waterproof, indestructible plastic, leaving the canvas-and-polyester world of 31 scrambling to innovate.
Why you don't see the parties anymore
Social media algorithms killed the traditional 31 party. Back in 2012, if you posted a photo of a new chevron-print bag, all your friends saw it. Today? Facebook hides those posts unless you're paying for ads. The "organic reach" for a consultant is basically zero.
Most consultants now operate through:
- Instagram "Link in Bio" setups.
- Private VIP groups that feel more like a friendship circle than a sales pitch.
- TikTok "pack with me" videos.
Honestly, it's a tougher gig now. You can't just drop catalogs at the doctor's office and expect the phone to ring. The people still making money with 31 bags are essentially content creators now. They have to be.
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Where to buy 31 bags if you can't find a consultant
This is the biggest change. You can go straight to the website. While the company still prioritizes the consultant model (you'll usually be prompted to "shop with a consultant" at checkout), the barrier to entry for a casual buyer is much lower.
You can also find a massive secondary market. Because these bags were built to last, sites like Poshmark, Mercari, and eBay are flooded with them.
- Search "Thirty-One" on Mercari.
- Filter by "New with Tags."
- You’ll find thousands of items for 40% off retail.
This is a double-edged sword for the company. It proves the product has longevity, but it also means they are competing against their own past inventory.
The current state of the product line
They’ve moved away from the loud, "grandma's kitchen" patterns that dominated the 2010s. You’ll see more faux leather, neutral tones, and sophisticated travel gear now. They are trying to compete with brands like Lo & Sons or even Away, rather than just being the "tote bag lady."
They still do the thermals. The Picnic Thermal Tote is still a top seller because, frankly, it’s hard to find a better one at that price point. They’ve also branched into home organization—bins, caddies, and wall hangings. It’s less about the "bag" and more about "the organized life."
What to do if you want to get involved
Look, if you're thinking about joining because you're wondering is 31 bags still in business and want to make a quick buck—be careful. The direct sales landscape is brutal right now.
Before you sign up:
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- Check the Income Disclosure Statement. Every MLM is required to have one. Read it. Most people make very little after expenses.
- Audit your circle. Do your friends actually want bags, or are they over it?
- Look at the competition. Can you get the same thing at Target for half the price? If the answer is yes, you'll have to sell the "experience" or the "monogram," not just the utility.
Future Outlook
Thirty-One Gifts is currently in a "stabilization" phase. The acquisition by Kanvas gave them the capital to stay afloat, but they aren't the cultural phenomenon they once were. They are a legacy brand now. Like Avon or Mary Kay, they have a dedicated base that will keep them alive for decades, even if they aren't "trendy."
The company is betting big on personalization technology. They want the process of adding a name or an icon to be seamless and fast. That is their moat. As long as people want their kids' names on their backpacks or their initials on their wine totes, 31 has a reason to exist.
Actionable Steps for Consumers
If you love the product, you don't need to hunt down a neighbor. Go to the official Thirty-One Gifts website. If you don't know a consultant, the site will randomly assign you to one in your area so a small business owner still gets a commission.
If you are looking for the best deals, wait for the Pink Sky Sales. These are their semi-annual clearance events where prices drop by up to 70%. It’s usually the best time to stock up on gifts for teachers, bridesmaids, or yourself.
Lastly, if you have old bags with "outdated" monograms, don't toss them. Use a seam ripper to remove the embroidery. The fabric underneath is usually sturdy enough that you can either leave it blank or have a local embroidery shop put a patch over it. These bags were designed to survive a nuclear winter; it's a shame to let them sit in a landfill just because you no longer like the "Owl" print from 2011.
The brand is alive. It’s just quieter. It moved from the loud house party to the curated Instagram feed.