Samsonite Red
Samsonite · South Korea
Samsonite Red is the casual sub-brand of the luggage maker Samsonite, launched in 2010 and closely tied to the Korean market. It makes backpacks, cross-body bags, totes and suitcases for everyday and business use.
| Parent | Samsonite |
|---|---|
| Launched | 2010 |
| Focus | Business casual bags and luggage |
| Reach | More than 20 countries |
| Website | samsonite.com |
What is Samsonite Red?
Samsonite Red is a sub-brand of Samsonite that describes itself as a global contemporary business casual bag brand. Launched in 2010, it was created to take the Samsonite name beyond suitcases and into an urban, casual product range suited to both daily life and work.
Products and positioning
The range covers backpacks, cross-body bags, tote bags and suitcases for men and women, along with unisex styles. The brand targets millennials and Generation Z, including students and young professionals.
- Backpacks and cross-body bags for commuting
- Tote bags for work and leisure
- Cabin and check-in luggage in casual designs
Korean celebrity marketing has been central to the brand. Actor Song Joong-ki fronted its introduction in Hong Kong, and in 2021 the brand released the BTS x Samsonite Red collection of 11 products inspired by the song "Dynamite", including 18-inch and 22-inch luggage and a mini carry-on that converts into a crossbody bag.
Distribution
The BTS collection debuted in Korea through the official online mall, Hyundai H-Mall and a pop-up at Hyundai Department Store's Sinchon branch, before launching across Hong Kong, Macau and Southeast Asian markets including Indonesia, Malaysia, Singapore, the Philippines, Taiwan, Thailand, Vietnam and Cambodia. The brand is present in more than 20 countries.
Why it matters
Samsonite Red shows how a heritage luggage group has used a separate, youth-oriented label and K-pop partnerships to reach younger Asian consumers.
Frequently asked questions
What is Samsonite Red?
Samsonite Red is the casual, contemporary bag brand of Samsonite, launched in 2010 for younger urban customers.
What does Samsonite Red sell?
It sells backpacks, cross-body bags, totes and suitcases, including a 2021 collaboration collection with BTS.