The Kipling monkey swings back into travel retail
Kipling has relaunched for travel retail customers, it’s Funky Red range of soft backpacks and cases featured in a fall campaign
Kipling, a favorite accessories brand for Gen Z, is set for a comeback into the global travel retail market as its owner VF Corporation has launched the new ad campaign: ‘Guess who’s back?’.
At this year’s TFWA World Exhibition in Cannes, Kipling returned to the show after a four-year hiatus. The evolving market dynamics and resurgence in travel present new opportunities for Kipling, according to Thomas Falcy Sales Director at VF Corporation. He told Global Travel Retail Magazine the Belgian brand’s presence in Cannes was a key strategy to engage with industry partners and showcase a number of new innovations.
Both Kipling and sister brand Eastpak presented signature ranges of travel products at the trade show. These included Eastpak’s Day Pak’r, Travelpack, Tecum, Transit’r and a newly launched Resist’r hard case luggage. Falcy explained these represent Eastpak’s focus on durability, functionality and style. Meanwhile Kipling is focused on consumers’ modern travel needs and is known for its lightweight backpacks, carry-ons and crossbody bags made from the brand’s signature crinkle nylon.
“We believe our brand portfolio brings strong added value to the travel retail channel. The diversity of products that we have; the travel collections for Kipling and Eastpak, also Jansport a bit later on, means we have some agility in the market,” said Falcy.
Thomas Falcy Sales Director at VF Corporation showcased the Kipling range of Gen Z-friendly accessories in Cannes, pictured with Alison Farrington, Senior Writer at Global Travel Retail Magazine
Kipling, originally founded in 1987 in Antwerp, has previously seen success in Asia as well as currently in Europe and the Americas. In 2025, the brand’s focus will be expanding its global footprint via regional color ranges and a tight product offer that heroes Kipling’s nylon material, famous for being lightweight, durable, and easy to care for.
“For Kipling, we want to address updates in our collections to reach different nationalities. And we want to be extremely consistent globally. Ideally, we want our customers to recognize our products and to have the same shape in Shanghai, New York and Paris. Of course, we're adjusting a little bit our color ranges – we will present different options in Stockholm vs Rio,” he said.
And exclusives for travel retail customers are in the works, but not for a while. “Exclusives is something we know we need to offer in travel retail,” Falcy added.
Meanwhile, a brand new SKU for Eastpak is the Resist’r Case, which launched in domestic markets in Europe in September. “The Resist’r is really something which is elevating our expectations in the luggage business. It’s extremely strong and linked to the Eastpak motto of ‘Built to Resist’. And coming with a 30 year guarantee, this is showing the confidence that we have in our product,” he said.
Another highlight in Cannes was the Kipling brand mascot, a furry monkey keyring that featured as prizes in a gacha machine for visitors. Falcy noted it was important to offer visitors a chance to win their own monkey keyring. Every Kipling bag has a monkey and every monkey has a name. “We have a line-up of names coming through for the seasons ahead. They have become collector’s items and a popular brand signal among our customers,” he shared.
Kipling spotlighted its luggage ranges at this year's TFWA WE in Cannes
