October 27, 2025
Heys leverages duty free expansion and sustainable innovation to capture evolving passenger preferences
Canadian luggage manufacturer Heys showcases breakthrough collections and airport partnerships as travel retail becomes increasingly central to its global growth strategy
Luggage manufacturer Heys transforms duty free locations into strategic brand showcases, using airport environments to connect with design-conscious travelers. The Canadian company’s approach extends beyond traditional retail placement, creating experiential touchpoints that align product innovation with traveler psychology.
“The duty free and travel retail channel supports our global brand visibility and plays a meaningful and strategic role in Heys’ overall business,” says Emran Sheikh, Founder and CEO. “Asa leading travel brand, our presence in airports and travel hubs is a natural extension of our identity and gives us valuable interaction with our core customers.”
Growing momentum
Currently, the brand’s strongest duty free performance is in Europe, particularly Germany, where recent shop openings at Cologne Bonn Airport and Düsseldorf Airport have generated significant momentum. These locations benefit from high international traffic and growing demand for premium, lightweight travel gear that addresses modern mobility challenges. North America and parts of Asia are also seeing steady growth for Heys.
Since 1986, Heys has differentiated itself with a portfolio of over 50 global patents and industry-first innovations, including introducing the world’s first lightweight hard-side luggage, as well as its patented SmartLuggage® system.
“What also sets us apart is the breadth and versatility of our offerings,” Sheikh says. “From sleek business travel solutions to vibrant, innovative kids’ luggage, Heys appeals to a wide range of traveler needs.”
Sustainable solutions
The ReNew three-piece luggage collection addresses sustainability concerns by utilizing 100% recycled PET made from water bottles, featuring a removable, washable interior lining also crafted from the same recycled materials. This eco-conscious approach transforms waste into functional travel gear while maintaining durability standards.
Design innovation appears across multiple new collections. The HiLite series features highlighter-inspired colors constructed from ultra-lightweight polycarbonate composite material, targeting travelers who prefer bold visual statements. The limited-edition Xcase Galaxy Cabin Collection celebrates Heys’ upcoming 40thanniversary by reimagining their iconic “World’s Lightest Carry-On” from 2003, with a dazzling new shell design and exclusive numbered production.
Product development extends beyond traditional luggage categories. The Pawsenger Pet Carrier Collection provides stylish, lightweight solutions for small animals, while the Turbo Tots Kids Scooter Collection combines transportation with storage through detachable hardside luggage cases,LED light-up wheels and foldable frames.
“Our Kids licensed collections, which include global partnerships with beloved brands, further extend our reach by offering travelers exclusive designs they can’t find elsewhere,” Sheikh notes.
Evolving preferences
Post-pandemic consumer behavior balances practicality with emotional connection. Travelers increasingly seek lightweight, durable luggage that simplifies their experience while reflecting personal style preferences. Sustainability has emerged as a stronger purchasing factor, with consumers responding positively to collections made from recycled materials that maintain durability and longevity.
“Travelers today are more intentional with their purchases,” Sheikh states. “There’s a noticeable increase in demand for lightweight, durable luggage that supports a more streamlined and less complicated travel experience.”
The rise of tech-enhanced luggage reflects growing interest in smart features and multifunctional designs. Compact carry-ons and entertainment-value items for children demonstrate how product development addresses convenience alongside emotional engagement.
“Customer interest in gifting has also gained momentum in duty free, especially with our kids’ licensed collections and novelty items like the Heys Turbo Tots scooter luggage,” Sheikh says.
Strategic positioning
Heys’ duty free strategy leverages high foot traffic and international audiences to introduce new collections and innovations. This approach transforms airports into brand discovery platforms where travelers encounter products during peak travel anticipation moments. The company’s presence in travel hubs creates valuable brand storytelling opportunities that extend beyond immediate sales transactions.
Regional expansion plans include launching retail stores in Perth and Cairns, Australia, targeting important travel gateways that align with the brand’s positioning and growing customer base. These locations represent strategic entries into the Asia-Pacific region,supporting broader global growth objectives.
“In duty free environments, where travelers are often seeking something functional, distinctive and giftable, our products stand out for their visual appeal, patented innovations and brand storytelling,” Sheikh states.
This evolution reflects broader industry trends toward experiential retail that combines utility with emotional resonance. Modern travelers seek products that enhance their journey while expressing individual style preferences, creating opportunities for brands that successfully balance innovation with accessibility.
“Today’s traveler is looking for more than just utility,” Sheikh concludes. “They want quality, innovation, sustainability, but with an emotional connection that maximizes their sense of fun as well.”
