Its More than Samsonite

By Cathy Rose A. Garcia

Staff Reporter

Samsonite has been synonymous with sturdy, high-quality luggage. But in the last few years, Samsonite is taking a distinctly stylish turn, rolling out edgy, fashion-forward suitcases by top designer Alexander McQueen.

The man behind Samsonite's rebirth as a fashionable, lifestyle brand is Marcello Bottoli, Samsonite president and chief executive officer.

``Being just a luggage company has kept the company flat for many years. We needed new ideas to grow. Being a lifestyle company allows you to expand into so many other categories, which means more opportunities,'' Bottoli said, in an interview with The Korea Times.

Samsonite is expanding its line of products to include the high-end Black Label collection, and other travel accessories such as handbags, shoes and sunglasses. When Bottoli joined the company in March 2004, luggage sales accounted for 90 percent of the business. Now luggage sales are less than 60 percent of the business, but he said he would like to bring it down to 50 percent.

``We are convinced the brand is bigger than the business. The brand is worth much more than the size of the business. There are plenty of opportunities to stretch the brand into other categories,'' he said.

Bottoli, a former CEO at luxury brand Louis Vuitton from 2001 to 2004, is fully aware of the risks of stretching the brand too thin. This is why Samsonite is focusing on products that combine the functionality of travel with contemporary and provocative designs that make consumers ``want'' the brand.

``If I make a pair of shoes that are the same as Ferragamo or Tod's, then why buy Samsonite? But if I make the ultimate travel shoe with Samsonite, it will work,'' he said, as he showed off a white Samsonite shoe designed by Italian shoe designer Alberto del Biondi.

``It is extremely light, made of fine Italian leather and has a lycra-like material that expands because your foot expands when you travel. It fits like a glove, but it retains its shape. The sole also massages your feet and stimulates circulation as you walk. I can wear it with a suit or a pair of jeans. It is all about travel,'' he added.