Ami Richter Net Worth 2026: Lug Co-Founder and Creative Director

No reputable outlet has published an estimate of Ami Richter's net worth. The $27 million figure this page carried had no source and has been removed, as have claims that she is German and a "46-year-old man." Richter is the co-founder and creative director of Lug, a colorful bag and travel accessories brand she started with her husband, Jason Richter, in 2005. Lug is best known to shoppers through QVC, where it launched in 2015.

What is Ami Richter's net worth?

Lug is a private, family-run company and does not publish sales or profits. The Richters have not disclosed their ownership or personal finances, and no business publication has estimated them. Any single number would therefore be a guess, and we do not print one.

Her wealth rests on the value of Lug. The brand has run for more than 20 years, sells through QVC and its own website, opened its first airport store in 2018 and has expanded from luggage accessories into handbags, backpacks and clothing. Those are signs of an established business, but they do not reveal its size.

How Lug started

According to the company history quoted in a 2014 Globe and Mail profile, Ami and Jason Richter met in 2004. Within a year, by August 2005, they were selling brightly colored luggage belts and matching luggage tags aimed at travelers who wanted gear with some personality. By January 2006 they had moved into bags, with an emphasis on organization: many pockets, compartments and clever storage. The name was chosen as a short, memorable nod to luggage.

The range has since widened to laptop cases, lunch totes, wallets, beach bags, gym bags, school backpacks, cosmetic cases and travel gear. Lug's fans call themselves "lugnuts," and many collect its prints and colors.

Where the money comes from

QVC and retail

Lug launched on QVC in 2015, according to a 2021 company release, and the shopping channel has been one of its main sales outlets since. In April 2023 Lug debuted a spring apparel line on QVC with dresses, tops and loungewear in its signature prints, including a zip-up jacket with a built-in eyeglasses holder, a typical Lug touch. Ami Richter described the clothing as an extension of the brand's focus on practical, stylish products for women. QVC's accessories buyer praised Lug's knack for building functionality into its bags.

Stores and partnerships

• Airport store: in 2018, Fraport Maryland opened a Lug store in Concourse D of Baltimore/Washington International Airport, the brand's first airport location, which Jason Richter called a significant milestone.
• Awards shows: Lug says it was named the official bag of the Golden Globes and the Screen Actors Guild Awards from 2017 to 2020, and Shop TODAY noted it supplied gift bags for the 2018 SAG Awards gala.
• Golf: in January 2021 Lug signed LPGA golfer Madelene Sagström as a brand ambassador, a deal tied to the Richters' own interest in golf. Sagström, a Swede who was the 2015 SEC Player of the Year at LSU, debuted the Lug logo at the Tournament of Champions near Orlando.
• Media: the company says it has appeared in InStyle, O, The Oprah Magazine's O-List and People StyleWatch.

Career timeline

Education and personal life

Ami Richter is a graduate of the University of Waterloo in Ontario, according to The Globe and Mail, which chose her as a judge for its small business Challenge contest, reflecting her standing among Canadian entrepreneurs at the time. She runs Lug with her husband, Jason, who is also a co-founder; recent company press releases carry an Orlando, Florida, dateline. The previous version of this page described her as a man, gave her age, height and weight, called her German and said she worked in education. None of that was sourced, and all of it has been removed, along with an invented income table.

Net worth compared

Richter is one of several founders on this site who built consumer brands with a spouse or partner. Compare Tiffany Krumins, who built a children's product business, and Cara Dumaplin, who turned nursing know-how into a parenting brand. See also Andres Fanjul and Albert Fantrau.

Why there is no reliable figure

Private consumer brands rarely disclose revenue, and Lug has never raised outside money or been sold in a reported deal that would put a value on it. The Richters also share ownership between them. Without those numbers, the size of Ami Richter's fortune is not publicly known.