Luxury travel is not necessarily all about just destinations and what they have to offer. It’s also about what you pack in, literally. And well-heeled Indian travellers have always travelled in style. For instance, back in the day, Maharaja Jagatjit Singh of Kapurthala made several trips to Europe with his retinue of custom-made Louis Vuitton trunks. Later, high-end travellers were limited to packing their baggage in overnighters and suitcases offered by luxury brands such as Louis Vuitton, Goyard, Christian Dior, etc., which they mostly picked up abroad. In recent decades, such baggage became more accessible to high-end travellers when these luxury brands started setting up shop in India. 

Still, there were no specialised brands in high-end travel luggage in India until 2007 when American luxury brand TUMI (which is celebrating its 50th year worldwide this year) arrived, redefining the concept of functional luxury travel luggage and accessories. “We are very pleased with TUMI’s journey in India to date. As one of the first premium brands to enter India back in 2007, we currently have 10 domestic stores and three airport locations, and we plan to continue expanding,” says Aris Maroulis, TUMI’s Vice President, Asia Pacific & Middle East.

Maroulis explains that the brand enjoys a close partnership with the Reliance group, its primary partner in India, and that the brand has grown steadily across the market. “Overall, there is a strong appreciation for the TUMI brand in India, and we have established a reputation for superior quality, durability, and innovation, particularly in premium luggage. Looking ahead, we are working to open iconic stores across the country, upgrade locations, and expand our offerings so that customers can experience the full range of our travel, lifestyle and accessories lines, for men and, increasingly, for women as well,” he says, adding that it is an exciting time for TUMI in India, as there are still many opportunities to explore. “We look forward to nurturing existing relationships while continuing to reach new audiences.”

As for the immediate future of the brand in the country, Maroulis says TUMI has exciting plans to upgrade and expand its presence in India, as well as broaden its offerings so customers can enjoy an even wider range of its travel, lifestyle, and performance accessories. “We strongly believe in India as a rapidly evolving market. Our expansion plans have four pillars. First, to open country flagship locations in Delhi and Mumbai, which can set the new standard for the brand for the years to come. Second, to expand and renovate our existing locations using our latest design concept. Third, to be present in the key airports, international and domestic, with standalone concepts. Fourth, to consider entering new cities where we are currently not present,” he says.

Maroulis says the growing supply of premium commercial properties and expanding number of airports in India will provide the brand more opportunities to introduce TUMI in new environments. “These developments will help us reach new audiences in India and also provide our existing customers with an improved experience.”

 Maroulis recalls that when the brand first entered the market in 2007, Indian customers were primarily business travellers who got to know about TUMI through its travel range like the black Alpha soft-side pieces. This was more aligned with luxury tastes at the time.

“Indian consumers quickly gained an understanding of TUMI’s unique DNA and have started buying this brand because of its quality, functionality and material innovation (for example, the durable FXT Ballistic Nylon used in its Alpha bags and some of its other key collections), giving them ultimate peace of mind when they travelled. During this period, Indian travellers also tended to be primarily long-haul travellers.”

Maroulis says the brand is now seeing a rise in short-haul and domestic travel in India as well as an increase in younger travellers. In line with this shift, TUMI also sees rising interest in lightweight travel pieces. “Those who value a ‘lightness of travel’ approach recognise the benefits of our brand, as we offer lightweight, durable hard-side luggage that delivers the same organisational functionality and well-appointed interiors of soft-side,” he says. “Our newly launched 19 Degree Lite is TUMI’s lightest hard-side collection, using the revolutionary lightweight materials including highly resilient Tegris construction and a low-density magnesium telescoping handle,” says Maroulis. “These details are painstakingly considered, tested and selected by TUMI’s Global Creative Director Victor Sanz and the design team for lighter journeys, which we see Indian consumers frequently embarking on.” 

In addition to a growing demand for lightweight and hard-side luggage, modern luxury is moving towards being more colourful as an expression of one’s personal style. Bags are expected to be a style statement, whether it be a bold print, pop of colour or a more understated ‘quiet luxury’ aesthetic. “This does not only apply to Indian consumers’ preferences in luggage, but also to lifestyle bags and accessories—such as backpacks, slings, totes, handbags, and small leather goods such as wallets, bag charms, etc. We see Indian consumers looking for these versatile pieces as the perfect companions for their daily journeys, short-haul travel, or for a ‘carry-on only’ style of travel.” Maroulis  adds that this shift in Indian consumer preferences—moving towards hard-side luggage, colour, and lifestyle products—is also being seen to varying extents in other markets in the APAC region and Middle East, “which goes to show how regional and global trends have influence across borders”.