It’s the end of an era for the "bag lady" culture. If you’ve ever walked into a suburban elementary school, a church basement, or a youth soccer tournament, you’ve seen them. The Large Utility Totes. The monogrammed "All About the Benjamins" wallets. For over two decades, Thirty-One Gifts wasn't just a company; it was a lifestyle and a primary income source for thousands of women. But the chatter you've been hearing is true. The rumors about thirty-one going out of business aren't just rumors anymore—they are a reality that hit the direct sales world like a ton of bricks.
Honestly, it feels a bit surreal. On December 15, 2024, the company officially ceased its traditional operations.
The Day the Totes Stood Still
The announcement didn't come in a flashy press release or a high-end commercial. It came via a video statement from founder Cindy Monroe. She sat down and told her field leaders the news that no one wanted to hear: the company would be closing its doors by the end of 2024. For the 200,000+ independent consultants who built their lives around these bags, it was a gut punch.
Why now?
Success is a double-edged sword. In 2015, Thirty-One was flying high with roughly $650 million in annual sales. They were the darlings of the direct selling world. But by 2022, those numbers had plummeted to under $300 million. That is a massive drop. You can only sell so many polka-dot caddies to the same circle of friends before the market just... dries up.
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Why Thirty-One Gifts Actually Faltered
Most people think MLMs (Multi-Level Marketing) fail because of "pyramid" issues, but Thirty-One’s struggle was much more about a shifting retail landscape. They were a "party plan" company. They relied on women getting together in a living room, eating spinach dip, and passing around fabric swatches.
Then 2020 happened.
The pandemic was the beginning of the end. While some digital brands thrived, the soul of Thirty-One was face-to-face interaction. When "Zoom fatigue" set in, the virtual parties just didn't have the same magic. People weren't buying $50 totes to stay home.
The Kanbrick Era
In July 2020, there was a glimmer of hope. Kanbrick, an investment firm co-founded by Tracy Britt Cool (a former top deputy to Warren Buffett), took an ownership stake. People thought, "This is it! The Berkshire Hathaway magic is coming to the bag world!"
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But even with new leadership like Camelle Kent and later interim CEOs, the turnaround never quite materialized. They tried to modernize. They tried to go digital. But the overhead of a massive headquarters in New Albany, Ohio, and a giant distribution center became a weight the declining sales couldn't support.
Real Talk: The Impact on Consultants
It’s easy to look at a business closing as just numbers on a spreadsheet. But for people like "Jessica R.," a consultant mentioned in recent industry reports, this was eight years of her life. She didn't get a severance package. She didn't get a "gold watch." Because consultants are independent contractors, they were simply left with whatever inventory was in their garage and a defunct website link.
The "pink bubble" burst.
Market saturation was also a huge factor. Basically, you can buy a sturdy, personalized tote on Etsy, Amazon, or at Target for half the price now. Thirty-One struggled to explain why their bags were worth the premium when the "minimalist" trend started taking over. The "more is more" aesthetic of the 2010s just didn't vibe with the 2020s.
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What Most People Get Wrong About the Closure
There’s a misconception that they went bankrupt. Actually, the closure was described as an "orderly" wind-down. They didn't just vanish overnight in a cloud of legal filings; they set a date, finished out the 2024 holiday season, and shut the lights off.
Some people are asking if there's a comeback. Cindy Monroe has been vocal about this being a "learning opportunity" for her next phase. But as for the Thirty-One we knew? It's gone. The website mythirtyone.com is no longer the bustling hub of floral prints it once was.
Moving Forward: Actionable Insights for Former Fans
If you were a die-hard fan or a consultant wondering what to do now that thirty-one is going out of business, here is the reality of the landscape:
- Secondary Markets are King: If you need a replacement for your favorite Large Utility Tote, check Poshmark, Mercari, and eBay. The "New With Tags" (NWT) inventory is currently flooded because former consultants are offloading their kits.
- The Etsy Pivot: Many former consultants have moved their "personalization" skills to Etsy. If you miss the monogramming, look for local makers who use high-quality canvas; many are using the same embroidery machines they bought for their Thirty-One businesses.
- Alternative Brands: If you loved the "organization" aspect, brands like Scout Bags or even the Bogg Bag (the rubber ones you see everywhere at the beach) have largely filled the void Thirty-One left behind.
- Support the People, Not the Logo: Reach out to your former consultant. Many have transitioned into real estate, boutique ownership, or other direct sales like Pampered Chef (which is still going strong under the same Kanbrick umbrella). They have the skills; they just need a new product.
The story of Thirty-One is a classic case of a brand that defined a decade but couldn't quite survive the transition into the next one. It's a reminder that in business, even the strongest community can't always outrun a changing world.
If you're sitting on a pile of retired prints, hold onto them. They've officially become vintage.
Next Steps for You: 1. Check your local Facebook Marketplace for "Consultant Clearouts" to snag discontinued items at 70% off.
2. Verify any "Thirty-One" websites you see online; if they aren't the official domain, they are likely scammers trying to capitalize on the closure news.
3. If you were a consultant, download your customer lists and tax documents from the back office before all server access is permanently revoked.