Samsonite expands TR presence in Southeast Asia, introducing innovative and premium store concepts
The recent opening of the refreshed Samsonite Black Label boutique at Jakarta’s Soekarno-Hatta International Airport marks the first of many premium shopping experiences designed to resonate with today’s travelers
Samsonite, the global leader in travel luggage, is reinforcing its commitment to Southeast Asia with a strategic expansion across the region’s travel retail landscape. With a diverse portfolio of brands — including Samsonite, Samsonite Black Label, and Samsonite RED — each tailored to distinct traveler needs, Samsonite is introducing diverse retail concepts across major airports, including international and domestic hubs. The recent opening of the refreshed Samsonite Black Label boutique at Jakarta’s Soekarno-Hatta International Airport marks the first of many premium shopping experiences designed to resonate with today’s travelers.
Samsonite’s expansion emphasizes a blend of innovation, sustainability, and exceptional customer experience. From the dynamic Samsonite RED store in Singapore Changi Airport Terminal 2, catering to style-conscious and on-the-go travelers, to the new Samsonite Black Label boutique in Jakarta Soekarno-Hatta International Airport, each store offers a tailored shopping experience with unique features and designs that appeal to frequent travelers and casual shoppers alike.
“Expanding Samsonite’s presence in Southeast Asia is more than a strategic priority—it is a vision rooted in our commitment to redefine the travel experience through innovation and excellence,” stated Satish Peerubandi, Vice President of Samsonite SEA. “We are driven by the ambition to deliver not only premium products but immersive, sophisticated retail environments that resonate with today’s discerning traveler. Travel retail remains a vital channel for our brand, and we have set ambitious goals to establish more concept stores in major international and regional airports across Southeast Asia. This growth will include emerging markets like Manila in the Philippines and Kuala Lumpur in Malaysia where travel is surging, allowing us to meet evolving demands and elevate the traveler’s journey. Our commitment reflects our belief in the vast potential of Southeast Asia as a dynamic, rapidly growing hub within our global strategy, and underscores our dedication to shaping the future of travel retail in the region.”
Samsonite’s commitment to sustainability and innovation underscores its position as a pioneer in the luggage industry. Designed with advanced, lightweight materials known for their remarkable durability, Samsonite products offer travelers unparalleled peace of mind. Integrating sustainable materials with intelligent features — such as built-in weighing scales, external USB ports, and the sophisticated Aero-TracTM II wheels for effortless manoeuvrability — these products embody a refined balance of technology and purpose. At the Samsonite Black Label boutique in Jakarta Soekarno-Hatta International Airport, exclusive collections like Richmond II and Fanthom exemplify the brand’s dedication to timeless elegance, resilience, and functional luxury, appealing to the discerning modern traveler.
“We understand that today’s travelers seek more than mere products; they seek an experience that resonates with their journey, a brand that becomes part of their story,” said Hazlina Dayangku, Head of Marketing & Brand Strategy SEA for Samsonite. “In designing our store concept for the Samsonite Black Label boutique, we’ve created an environment that reflects the luxury and sophistication of travel itself — a space that offers both inspiration and comfort, even within the often hurried pace of an airport. Our stores are meticulously crafted to showcase the artistry and innovation behind each piece, blending functionality and elegance to provide travelers with an experience that is both engaging and restorative. At Samsonite, innovation means seamlessly integrating features that enhance every step of the journey, giving travelers the confidence and ease they deserve.”
Samsonite’s expansion across Southeast Asia reflects its ambition to lead the travel retail sector with a strong focus on customer experience, innovation, and tailored store concepts that align with the unique needs of each market.
