The Hindu Business Line : Samsonite to be repositioned as luxury brand

Post the appointment of its new worldwide CEO, Mr Marcello Bottoli, the luggage major has decided to move away from its image of being an `affordable' premium luggage brand to the luxury category with a range of lifestyle products.

Speaking to Business Line, Mr Ramesh Tainwala, President, Samsonite South Asia, said, "Today, we are scaling up the entire product range and promoting the brand as being fashionable and at the same time upgrading the format of its retail stores. The purpose is to project Samsonite as a luxury brand."

Moving away from being a mere luggage brand, the Rs 850-crore Samsonite has decided to introduce a sub-brand — Black Label, by bringing in a range of luxury products pegged at Rs 20,000 upwards. An exclusive retail network will support the new sub-brand.

Roping in a host of international designers, the Black Label range will sport signature lines from these fashion designers as well as certain celebrities. For instance, there will be some London-based fashion designers such as Quentin Mackay and Steve Macquin, while celebrities would include the likes of Virgin's Richard Branson — even Nelson Mandela is being considered — for unveiling their respective signature lines as part of Samsonite's luxury range.

The range would comprise almost 54 products ranging from smaller bags and wallets to bags meant for office use; and some of its signature premium lines would get launched in India before the year ends.

Earmarking an investment of Rs 12 crore for its retail expansion, Samsonite would be creating a new retail format to cater to its luxury brand. It would launch exclusive `Black Label' stores across the metros, with the first outlet slated to open at Delhi. "We have basically brought in people who know design and we will be putting their names behind our luxury lines. Even for the retail stores, we have roped in designers for creating the outlets," said Mr Tainwala.

Besides, Samsonite is also planning to market two licensed brands — Timberland and Lacoste — in the Indian market, primarily for their luggage offerings.

Worldwide Samsonite Corporation has already obtained the license for these brands and would be launching them by mid-2006.

While Timberland is a high-end men's casual wear brand with products spanning shoes and apparel, in the case of Lacoste, the brand is already available as an apparel brand in the country and Samsonite would consider bringing in the rest of its casual wear products.

"We still haven't taken a call on the kind of products we will be retailing for Lacoste but in the case of Timberland, the range would comprise bags, clothes, shoes and eyewear and there would be separate retail outlets dedicated to the brand," said Mr Tainwala.

Segmenting its brands on the pricing platform, Samsonite has decided to pitch its Black Label brand of luxury products at the top followed by Timberland and then its own brand, Samsonite, with Amercian Tourister at the bottom of its price offerings.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page