Get All Access for $5/mo

This Sold-Out Viral Accessory Was Designed By a Restaurant Chain. Now It's Being Listed for Hundreds of Dollars on eBay. Panera released a baguette-shaped purse earlier this month, and it's taken the internet by storm.

By Madeline Garfinkle Edited by Jessica Thomas

Opinions expressed by Entrepreneur contributors are their own.

Panera is more than its bread bowls and free WiFi — it's a fashion icon.

Earlier this month, the company released a limited-edition "BAGuette," a 12-inch faux leather purse in rich, Panera green.

"At 12" long, the BAGuette is the perfect size to carry one of our new Toasted Baguette sandwiches," the company wrote on the bag's website.

The bag is chic and understated, and if you don't look closely, you might not even notice that the signature Panera "P" is monogrammed across the bag and used for its clasp.

The BAGuette took social media by storm, particularly on TikTok, where the hashtag #baguettebag has more than 38 million views. The bag launched on February 7 and was sold out by February 11. Panera then released another batch on February 14, which sold out for a second time two days later.

Related: Panera Bread Sets a Thirst Trap for Customers

"If you were lucky enough to get it before it sold out I'm jealous," one TikToker captioned her video gushing over the limited-edition clutch.

The BAGuette originally sold for $39.50 on the company site. Now, after selling out twice, some buyers are listing the purse for hundreds on eBay. Panera hasn't announced if there will be another restock or if it will release more food-themed apparel, but for now, the BAGuette seems to be among the most sought-after accessories of the season.

Madeline Garfinkle

News Writer

Madeline Garfinkle is a News Writer at Entrepreneur.com. She is a graduate from Syracuse University, and received an MFA from Columbia University. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Culture

Stop Blaming Remote Work for Your Productivity Woes — 5 Signs of a Productive Office Culture

It doesn't matter if you work from a cubicle, couch or cafe — if the (remote) office culture is broken, productivity will suffer.

Business News

These Companies Offer the Best Work-Life Balance, According to Employees

The ranking is based on Glassdoor ratings and reviews.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Starting a Business

Nearly 50% of America's Workforce Has a Secondary Source of Income or Side Hustle. Here Are 7 Steps You Should Take to Create Lasting Value for Yours.

Today's entrepreneurs have the opportunity to generate long-lasting supplementary income if they take these steps.