There’s something comforting about seeing your inner words reflected back to you. In recent years, Irish women have increased their desire for brands that feel authentic, self-aware and rooted in their everyday lives. Few names capture that atmosphere as succinctly as Anxious Preoccupied.
The accessories brand was co-founded by long-time friends Nikki Rannen and Joanne McNally, whose shared sense of humor and complementary skill sets have shaped the business from the beginning.
We’ve been friends for nearly 15 years, but the idea to work together didn’t come from a boardroom, but from a casual conversation a few years ago. There were no formal plans at the time, just a shared feeling that now was the right time to consider the idea.
Ranen said the name itself came from McNally, inspired by the language of attachment theory. Although the phrase “anxious and preoccupied” refers to a specific relationship style, its appeal seems to be much broader.
“Many customers don’t even realize it’s an attachment style,” Ranen points out. “Especially some mature women. But this word is enough. People feel anxious. People are preoccupied with something. That’s the norm now, and there’s something comforting about seeing that acknowledged.”
That instinctive recognition is central to the brand’s success. From the beginning, Lanen and McNally decided not to take “Anxiety Addicted” too seriously. It’s humorous, but cautious, sharp, and distinctly Irish in tone.
“We always said this has to be fun,” says Ranen. “There are a lot of brands that take themselves very seriously. We wanted to stand out by being colourful, bright and a bit playful. Joanne obviously brings a lot of comedic instincts to the table, but it’s very observational humor. It feels very Irish.”
Visually, that attitude was reflected in the confident use of color and texture. At a time when minimalist palettes were dominating fashion and social media, Anxious Preoccupied leans into color and metallic finishes.
“When we launched, everything felt very beige,” Lanen recalls. “We were pushing color at a time when not everyone was doing it, and some people really responded to it. Now color is coming back more broadly, but we were already pushing color. We wanted to bring a little joy to the brand.”
Behind the scenes, the partnership works because there are clear boundaries.
“Our roles are very different,” Lanen elaborates. “That’s why it works. We’ve known each other for a long time, so there’s a lot of trust.”
Ranen will oversee the operational and strategic aspects of the business, while McNally will lead creative direction from product design to marketing and brand voice, and serve as the public face of the brand.
It was a long process to turn the concept into a finished product. The company was officially incorporated in August 2023, but Lannen outlined that it had been in development for more than a year by then.
“We tested products, sourced suppliers and had samples made. We tried different things at first, like prints and tracksuits, but bags were always the direction we felt strongest in.”
That focus was underpinned by personal experience. Ranen grew up in the leather trade and later earned a postgraduate qualification in business while working in the technology industry. Those threads were ultimately integrated in a way that felt intuitive.
The bags are designed with an emphasis on practicality as well as beauty. Ranen describes regular conversations with friends and customers, asking them what they actually need in an everyday bag.
“We think about what actually makes life easier,” she says. “There are a lot of bags that look great but aren’t practical. We wanted to create something that looked great while also considering size, weight, straps, and details.”
As the brand has grown, small but meaningful adjustments have been made, such as improved handles, additional clasps, and straps for added versatility. For Lannen, these improvements are about listening and responding rather than following trends. Her commitment to quality helped her secure a retail partnership with Brown Thomas and Arnotts, which she describes as a transformative milestone.
“Being able to see the bags in stores was huge for us,” Ranen says. “People can feel the quality and understand the size. What’s interesting is that it’s also driving online sales, because once people know what they’re buying, they have confidence to order again.” Despite the challenges associated with scaling up production, maintaining an affordable price point remains a priority.
“We wanted high quality at an affordable price,” says Ranen. “As customers ourselves, we know how difficult it is to find that balance, and we feel we are bridging the gap.” Anxious Preoccupied is firmly rooted in Ireland, but its reach is already international, with a significant proportion of its online customers based in the UK and further afield, and its expansion feels natural rather than forced.
“We are Irish through and through,” Lanen says. “But the sentiment behind the brand is universal.” As Anxious Preoccupied continues to grow, there is a focus on preserving its tone and integrity.
“We think a lot about not losing who we are,” she reflects. “For us, that means quality, consistency, and not taking ourselves too seriously.” Ultimately, Rannen hopes that buying anxiety-filled bags will offer something more than function. “We want it to feel like fun,” she says. “Add a little cheer to your day. Something that reflects real life while adding color and humor.”
In a world where many people feel limited, perhaps that recognition is why this name continues to resonate.