Brand Extension
Strategists
Case Study
Samsonite Travels to New Destinations with a Luxury Fashion Brand

The famed international luggage brand was looking to expand sales in the US without jeopardizing its strong retailer relationships and distribution network. Extensive mid-market brand presence prevented the brand from moving into luxury distribution channels.

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Superior Strategy

Samsonite came to LMCA to identify brands that would allow the luggage maker to expand beyond its current audience and into new, high-end distribution channels.

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Smart Ideas

Adrienne Vittadini was a perfect fit for Samsonite – a luxury brand in the fashion and accessory space with no luggage components in their line. With their design teams working together, the new Vittadini luggage line gave Samsonite access to an upscale audience, new distribution channels, and incremental revenue for both Samsonite and Vittadini.

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Unparalleled Results

Samsonite sales expanded by 18% and grew their retail presence into new upscale retail channels including boutique luggage shops, Nordstrom, and Neiman Marcus. LMCA also brought the Totes brand to Samsonite for even deeper penetration into existing distribution channels.

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