Samsonite opens female-first omnichannel concept store
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Samsonite opens female-first omnichannel concept store

Luxury luggage kingpin Samsonite promised to start targeting female shoppers on its last earnings call, noting that luggage brands and experiences tailored specifically for them represented a gap in the market. Now, it’s made good on its promise by opening its first omnichannel concept store aimed squarely at the fairer sex.

Samsonite’s share price has risen by 7% over the past 30 days

graph 2706 samsonite

SOURCE: Yahoo Finance

The new store, called ‘Samsonite for Her’ in Paragon, Singapore, is an omnichannel retail platform, meaning it blends elements from Ecommerce and brick-and-mortar retailing. According to the company, it will provide a “seamless offline-to-online shopping experience for customers.”

Samsonite’s looking to feature a curated collection of products at the outlet, specialising in female-facing lines and building attractive installations. Meanwhile, the company’s full portfolio will be available via an in-store tablet device dedicated to Samsonite’s full range of gear. Customers will also have the option of getting their purchases sent directly to their homes, forgoing the need to carry bulky new purchases around with them.

This latest move plays into a wider attempt on Samsonite’s part to refit its full retail network to be more female-centric. It’s also a step forward in the company’s goal to mingle the offline and online world for a more seamless, more convenient, shopping experience.

Samsonite has recently survived accusations from activist investor Blue Orca Capital, which called it a “mid-level brand masquerading as a premium luxury player.” With the challenge overcome, Samsonite can now look towards rebutting those accusations more robustly. The new store is a small, but important, part of the strategy that will let it do just that.

Disclosure

Dominion holds Samsonite in its Global Trends Luxury Fund.


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