GoKawiilKey Takeaways Hulken, a rolling tote startup, started as an “accidental” side project while founder Alex Schinasi was building her second software company.
However, organic demand and word of mouth quickly made Hulken a full-time, high-growth business.
Schinasi built the company using a “Silent Build” strategy; she spent the first two years perfecting product and manufacturing before turning on marketing or chasing press.
Picture a tote bag with wheels that fits every essential you can imagine. It combines the rolling power of a suitcase with the everyday functionality of a bag.
Credit: Hulken
Alex Schinasi, a serial entrepreneur, is working to get this tote bag in everyone’s hands. In the past, Schinasi built Ivy, a software platform for home remodeling professionals, and sold it to Houzz in 2018. She also co-founded Clay, a childcare software company, which was acquired by Kangarootime in 2024.
Schinasi is known for creating practical, easy-to-use products that combine smart technology with thoughtful design. Her latest company, Hulken, reflects that approach. The rolling tote brand has been profitable from day one without outside funding. Hulken surpassed $50 million in annual revenue last year with just seven employees and is on track to reach $100 million this year.
Schinasi launched Hulken in 2020 from her New York City apartment. When Covid hit, she decided to go all in — packing orders herself and growing a loyal customer base. The bags cost between $99 and $130, depending on the size.
The following responses have been lightly edited for clarity and concision.
Alex Schinasi. Credit: Hulken
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