More than a relocation, Tumi’s new store at 93 Avenue des Champs-Élysées is designed to allow the brand to refresh its brand image.
For Xavier Vincent, the French director of Tumi, a high-end luggage brand under the Samsonite Group, the move from number 63 to 30 numbers further down this iconic Parisian boulevard and to a space twice the size, is a concrete manifestation of a strategic reassessment.
“We envisioned a new store concept that showcases suitcases, backpacks and accessories with higher quality and we’ve incorporated textured materials. We focused on creating a space where customers feel like they’ve opened the doors to a mansion and been invited inside, making it a place they’ll want to linger,” he told FashionNetwork.com, emphasising his satisfaction at securing the space amidst fierce competition. “The most important thing is to treat our customers with care and allow them to experience the brand’s world.”
The store, spanning two floors and approximately 300sq m, features a collection of leather backpacks (650-900 euros), suitcases (up to 1,200 euros) and accessories, which account for 60 per cent of sales. It also has a dedicated space for a collaboration collection with brand ambassador F1 driver Lando Norris. In addition, there is a spacious lounge reminiscent of a walk-in closet and a repair and maintenance space where dedicated staff work in a glass-enclosed atelier, where approximately 80 per cent of all repairs can be completed in a short time.
