Vera Bradley, Inc. engages in the business of designing women's handbags, luggage, travel items, fashion, home accessories, and unique gifts. The company is headquartered in Roanoke, Indiana and currently employs 2,180 full-time employees. The company went IPO on 2010-10-21. The firm operates through three segments: Vera Bradley Direct (VB Direct), Vera Bradley Indirect (VB Indirect), and Pura Vida. The VB Direct business consists of sales of Vera Bradley products through Vera Bradley full-line and factory outlet stores in the United States; e-commerce sites verabradley.com and verabradley.ca; the Vera Bradley online outlet site; and typically, the Vera Bradley annual outlet sale in Fort Wayne, Indiana. The VB Indirect business consists of sales of Vera Bradley products to, specialty retail locations, all of which are located in the United States; sales to department stores, national accounts, third-party e-commerce sites, and third-party inventory liquidators; and royalties recognized through licensing agreements related to the Vera Bradley brand. Pura Vida is a digital native lifestyle brand.