(Yicai) Aug. 22 -- After unveiling several retail outlets in major Chinese cities last year, TUMI Holdings opened its first China flagship store in Shanghai on July 1st.

The new store opened at the Shanghai Centre signals the travel-lifestyle brand’s deepening commitment to the world’s largest luxury market, Aris Maroulis, TUMI’s Vice President for Asia-Pacific and the Middle East, told Yicai while in the city.

“We chose Shanghai as the location of our first flagship store in China because of the city’s sophisticated and diverse consumer base, as well as its leading role in fashion trends and artistic culture,” Maroulis noted.

TUMI now operates in more than 20 Chinese cities. Last September alone, it opened three stores in first-tier cities, including one in Shanghai, reflecting the brand’s confidence in local demand. This year is TUMI’s 50th anniversary, and it plans to open more stores/locations in high-end malls across emerging first-tier cities such as Hangzhou, Xi’an, and Wuhan as well as run special regional campaigns online and offline.

The brand endeavors to understand the distinct needs of Chinese consumers, who demonstrate higher sophistication in brand engagement and digital savviness, Maroulis said.

“Chinese consumers are incredibly engaged, culturally attuned, and expect brands to deliver more than just premium quality -- they look for relevance, meaning, and a sense of connection,” he pointed out.

To adapt to this, TUMI has embraced Chinese digital trends such as e-commerce live-streaming on platforms such as Douyin (TikTok) and Xiaohongshu (RedNote), while preserving its hallmark identity built on quality, durability, and innovation.

“TUMI strives to be where our customers are -- online and offline -- while staying true to our identity of durability and thoughtful design,” Maroulis said.

Its Shanghai flagship offers a uniquely designed open-concept VIP space and an interactive materials wall, where visitors may engage up close with cutting-edge design materials and experience the brand’s innovations in material technology firsthand.

In addition to superior locations, TUMI’s latest Chinese stores have larger floor areas and better product displays for greater visibility. To attract a broader customer base, the brand has also launched a series of new products, such as the 19 Degree Lite collection, which is lighter thanks to innovative materials yet just as durable.

The brand is expanding its lifestyle universe with the addition of cigar cases and sunglasses, while simultaneously advancing its women’s line through the launch of two new collections Agent and Olas. Complementing these debuts is an in-store personalization atelier where initials, symbols, or city motifs, including a Shanghai-exclusive monogram design, can be engraved on your bags and travel gears in minutes. To amplify its presence across Asia-Pacific, the house has appointed Chinese actor Wei Daxun as Asia-Pacific Brand Ambassador.     

To further strengthen its presence and relevance in Greater China, one of TUMI’s largest and fastest-growing markets, TUMI aims to focus on several key growth areas over the next three to five years: engaging the younger generation, enhancing the retail experience, pursuing strategic expansion, and expanding the female consumer segment through new lifestyle offerings.     

Editor: Tom Litting