More than a Suitcase: a Statement
Interview with Bernd Georgi, Managing Director of Floyd GmbH
When Bernd Georgi, along with business partner Horst Kern, introduced the first suitcases under the brand Floyd to the market in 2019, the world was on the brink of a pandemic - a remarkably inopportune time for a travel luggage start-up. However, it was during this very period that the Munich-based company laid the foundation for a success story that today spans from Tokyo to Los Angeles. With vibrant designs, skateboard wheels, aluminum frames instead of zippers, and a hefty dose of ‘Positive Spirit’, Floyd GmbH has thoroughly shaken up the conservative suitcase market.
Floyd turns travel into an expression of an individual, cosmopolitan lifestyle. With colorful suitcases on skateboard wheels, clever details, and a distinctive lifestyle approach, the company shows that traveling can be more than just getting from A to B.
From Skateboard to the World
The roots of Floyd date back to 1996, when Bernd Georgi and Horst Kern founded Star-Tags GmbH, a production agency for headgear and luggage. "I always personally found suitcases to be square," recalls Bernd Georgi. "I always carried bags." The turning point came when he tested a suitcase produced by Star-Tags and wondered why all manufacturers were using the same, uncomfortable wheels. The inspiration was obvious to him - or rather: under his feet. Bernd Georgi and Horst Kern had met as children skateboarding, at a time when polyurethane wheels were revolutionizing skateboarding. "These wheels were quieter, faster, and had grip – so why not on suitcases?" The idea was born: suitcases with skateboard wheels that were meant to be not just functional, but also an expression of a lifestyle.
More Than Just Luggage – the 'Floyd Spirit'
From the outset, Floyd focused on a clear brand core: joy of life, joy of traveling, community spirit, cosmopolitanism – and a healthy dose of humor. "Floyd is not a suitcase one buys for status reasons," emphasizes Bernd Georgi. "Our customers are active, positive, and not arrogant. They buy it because they like it – and because it's different." Not only the design contributes to this, but also thoughtful details: A sturdy aluminum frame replaces the zipper, the suitcase body is available in bright colors, the wheels are interchangeable and can be individually designed. Additionally, there are stickers and collaborations with artists and brands. The result: a suitcase that is not just a travel companion, but often also a home accessory – some customers deliberately place it in their apartment or use it as a seating option. The community that has formed around the brand is also remarkable. "It has never happened to me before that people greet each other at the airport just because they have the same suitcase," Bernd Georgi says. "But with Floyd, it happens regularly."
Growth with Measure
Today, Floyd distributes its products in Europe, North America, and Asia – from luxury department stores like KaDeWe or Breuninger in Germany to Lane Crawford in Hong Kong and Samaritaine in Paris. The export share is high, with particularly strong markets in Japan, South Korea, Taiwan, Thailand, and the USA. "In America, customers often spend money more quickly, and the average shopping carts are about 30% larger than in Europe," Georgi reports. Despite a turnover of around 10 million EUR and an annual growth of about 30%, Floyd remains a small company with fewer than ten permanent employees. "We do not want to grow at any cost," says Georgi. "We finance our growth from cash flow. This gives us the freedom to develop the brand at our own pace." Instead of aggressive mass advertising, Floyd relies on creative guerrilla marketing actions – such as the eye-catching Floyd vehicles, which park on Munich's Maximilianstraße on weekends and attract curious glances with their suitcases on the roof.
Future with an Open Horizon
Although the range now includes bags and baseball caps, the company remains in the travel environment for the time being. But Bernd Georgi thinks further: "I can imagine that the Floyd spirit could be transferred to other areas – living, hospitality, sunglasses, maybe even music." There are already initial cooperation inquiries from the furniture industry. It is crucial for Georgi that any development fits the brand. "We are open to partnerships with the right brands, but we do not want to bend ourselves." This also applies to the entrepreneurial attitude: Floyd is not a start-up trimmed for a quick exit, but a passion project. "It's fun to see how our baby develops and to meet great people who share our values." To some extent, Floyd is also a family business. Two of Georgi's children have worked or are working with him – his daughter in the B2B business, his son in the early years as a content creator. "I never planned this, but it turned out this way – and it's nice to see that the next generation enjoys it." With its unconventional approach, a clear brand image, and a healthy dose of joie de vivre, Floyd GmbH from Munich has shown that there is still room for innovation and emotion in an ostensibly saturated market like that for suitcases. Bernd Georgi sums it up: "Mobility is about freedom – and that's exactly the feeling we want to carry into the world with Floyd."