Atlanta-based reusable drinkware brand Reduce today announced its partnership with Vera Bradley, facilitated by Vera Bradley’s licensing agency, IMG Licensing. The exclusive collection of tumblers and accompanying accessories is designed to move with you, pairing seamlessly with your favorite Vera Bradley bag—encouraging you to get out, explore, and sip along the way.

Vera Bradley, celebrated for its iconic prints and heritage craftsmanship, is bringing its signature style to the limited-edition collection, which features vibrant, nostalgic patterns, including Tiny Tomatoes, Garden Paisley Blue, Poppy Meadow, Bluebell Ditsy Hibiscus, and Lake Fishies—prints designed to appeal across generations, just like Vera Bradley’s beloved bags. The launch also includes accompanying straw toppers, wrist straps, and mini tote bag charms.

The partnership felt like an authentic alignment with the Reduce community and core consumer. “Many of the women on our team still have their Vera Bradley pieces from college, while our younger team members have embraced the brand with a fresh, modern perspective,” says Meg Smith, Marketing Director at Reduce. “Seeing that multigenerational love made this collaboration a perfect fit.”

“Vera Bradley and Reduce both create functional yet joyful products that resonate with people of all ages,” says Tasha Blackman, Head of Marketing at Vera Bradley. “This collaboration felt serendipitous, as co-founders Barbara Bradley Baekgaard and Patricia R. Miller were inspired to create Vera Bradley while traveling through the Atlanta airport, which, fittingly, is where Reduce is based. It’s only natural that our two brands are now coming together to make everyday adventures, near or far, a little more joyful.”

Prices range from $12.99 to $24.99. This exclusive Vera Bradley x Reduce collection is now available in select Target stores and on Target.com.

For more information on licensing opportunities with Vera Bradley, visit https://imglicensing.com/brands/vera-bradley/