VF Corporation accelerates travel retail growth with Eastpak and Kipling

VF Corporation (VF) is doubling down on the expansion of its luggage and accessories portfolio in travel retail, with Eastpak and Kipling leading the charge. As travel rebounds and traveler profiles evolve, the company’s EMEA Sales Director for Distributors and Global Travel Retail, Thomas Falcy, says agility, brand storytelling and retail experience are at the heart of its strategy.

Speaking to Global Travel Retail Magazine at TFWA World Exhibition & Conference in Cannes, Falcy shared insights into how both brands are evolving to engage a new generation of travelers, particularly Gen Z, while strengthening relationships with retail partners and exploring standalone and dual-brand formats in key markets.

“For Kipling, the past 12 months have been about strengthening our presence and ensuring our partners have the right brand knowledge,” Falcy explained. “We’ve been focused on energizing shop floors, making sure that staff can tell our story with authenticity and confidence. For Eastpak, it’s about building a new world of opportunities in travel retail. It takes time, but we’re starting to see real traction.”

A dual-brand advantage

Operating two globally recognized, complementary brands gives VF Corporation a unique ability to tailor its travel retail approach by region, passenger profile and retail space. “What’s amazing is having two brands that allow us to play depending on the location, the nationality, or the traveler demographics,” Falcy said. “Sometimes Eastpak fits better, sometimes Kipling, and often both. That flexibility is key to our growth.”

While Asia remains an important market, Falcy noted that much of VF’s recent travel retail momentum has come from Europe, particularly the Southern European markets. “We’ve seen a big boom in travel across Spain, Italy, and Greece, especially during the summer season,” he said. “Passenger profiles are shifting. There are fewer Asian travelers than before, but it’s not a loss, just a change. We’re adapting to a new type of traveler who we already know well from our local markets.”

Eastpak: the new mobility mindset

With its reputation for durability and functional design, Eastpak has become synonymous with urban mobility. The brand is now leveraging that legacy to tap into the rise of short-stay travel and carry-on culture.

Falcy highlighted the Cabin Packer as one of the brand’s standout products; a backpack designed to function like a suitcase while remaining compact and lightweight. “It’s really the under-seater trend,” he said. “Consumers want convenience, a single backpack for short trips that opens like a trunk, keeps everything organized, and fits under the seat. It’s what people are buying today.”

The Cabin Packer sits within Eastpak’s Travel Pack category, which Falcy described as “our fastest-growing segment.” Alongside it, the brand has launched the Resistor Case, a hardshell luggage line introduced last year that’s gaining ground in local markets and travel retail alike. “It’s a new category for us, but it’s performing amazingly,” he said. “You can already find it in leading department stores like Selfridges in London and Galeries Lafayette in Paris.”

This blend of functionality, mobility and modern design resonates strongly with Gen Z and young professionals, who value practicality without sacrificing style. “Most European teenagers grew up with an Eastpak backpack,” Falcy noted. “Now they’re traveling, working remotely, and exploring the world, and Eastpak evolves with them.”

Kipling: color, creativity and connection

If Eastpak speaks to adventure and utility, Kipling celebrates creativity and playfulness. With its new "Follow Your Monkey" campaign, the brand is embracing a joyful, instinctive energy designed to connect emotionally with consumers.

“It’s about being spontaneous, having fun, and not taking life too seriously,” said Falcy. “Follow your monkey means following your instincts, being yourself, and living light.” The brand’s mascot, the furry monkey that features on every bag, continues to be a defining symbol of personality and charm. “Each monkey has a name, which makes it special,” Falcy added. “It’s part of what people love about Kipling, the personal connection.”

A focus on bold colors, playful prints and emotional storytelling underpins Kipling’s approach to engaging younger travelers, particularly Gen Z consumers. “We follow the trends of the market but stay true to who we are,” Falcy explained, noting that the Wild Leopard print, originally launched as a seasonal item, proved so popular it became a permanent part of the range.

Expanding retail horizons

Kipling’s strategy is rooted in consistency and visibility rather than exclusivity. “We don’t really work on exclusives, we prefer to keep our offer strong and consistent everywhere,” Falcy said. “We know what works, and we want consumers to find their favorites wherever they travel.”

That global consistency is supported by an expanding network of mono-brand stores, numbering around 80 in the Middle East, as well as refreshed store concepts that express the brand’s vibrant DNA. “Pink is part of who we are,” Falcy said with a smile. “It’s our color, and we’re proud of it.”

The brand’s flagship refurbishment at Dubai Mall, reopening in December, will feature an immersive monkey-face installation and a distinctive pink-themed entrance. Meanwhile, the company recently unveiled an experiential pop-up in Paris’ Le Marais, transforming retail into a vibrant, shareable experience. “Surrounded by what we do best: bags and our iconic Monkey. We created a world of pink celebrating playfulness and authenticity,” Falcy said.

Travel retail: partnerships and potential

Looking ahead, VF Corporation plans to deepen its relationships with key travel retail partners and explore new opportunities for standalone stores and branded corners within airports and travel hubs.

“Having our own spaces, whether standalone or via partnerships, is key to expressing our brand DNA,” Falcy said. “It’s not always easy to present what we want when we rely solely on partner space, so we’re working to create those immersive retail experiences that really tell our story.”

“Our goal is to keep building our visibility where travelers are,” he added. “Travel retail is the perfect channel to showcase the diversity and energy of both brands — from Eastpak’s mobility mindset to Kipling’s colorful optimism. Together, they tell a story that resonates with today’s travelers: freedom, functionality and fun.”