The undisputed world leader in travel luggage
Interview with Dirk Schmidinger, General Manager of Samsonite GmbH Germany
The Samsonite Group in Germany is one of the most important markets in the global Samsonite Corporation. Founded in 1910 in the USA by five brothers, the brand has developed into a synonym for quality, innovation, and style in the field of travel luggage. With its European headquarters near Brussels and production facilities around the world, Samsonite has established itself as the undisputed market leader and is particularly strong in the German-speaking region.
The history of Samsonite begins in the early 20th century when the founders made trunks for travelers in the Rocky Mountains. 'Innovation has been a central part of our company philosophy from the start,' explains Dirk Schmidinger, General Manager of Samsonite in Cologne. From the 1970s, Samsonite began to gain a foothold in Europe, with the establishment of production facilities that still exist today. 'Our European headquarters is located near Brussels, where we also manufacture a large part of our products,' adds Dirk Schmidinger.
Today, Samsonite produces a large part of its products in Europe and works with global partners for the remainder. This mix of in-house production and partnerships enables the company to react flexibly to market changes while ensuring high quality standards.
Rise to World Market Leader
In the 1980s, Samsonite heavily invested in advertising and marketing, leading to a sharp increase in brand awareness. "During this time, we became the world market leader in travel luggage," said Dirk Schmidinger. The introduction of trolleys at the end of the 1990s marked a turning point in the industry, followed by a trend towards lighter polyester luggage. In the 2000s, Samsonite again focused on innovation by developing hard-shell suitcases with four wheels, significantly improving travel comfort. In 2016, Samsonite acquired the last major brand, Tumi, thus consolidating its market position. "Germany has always been a traditional Samsonite country, and we have a loyal customer base here," Dirk Schmidinger explained.
Challenge Corona
The past few years have been challenging for the travel industry. The COVID-19 pandemic led to a dramatic decline in travel behavior, which also strongly affected Samsonite. In 2023, however, the company already recorded good revenues, indicating a return of travelers. "We remain the undisputed world market leader in the travel luggage sector," emphasizes Dirk Schmidinger. Despite competition from brands like RIMOWA and numerous startups, Samsonite remains leading in terms of production volumes and market shares.
Current Market Developments
The year 2023 is described as 'new old normal' as the market gradually stabilizes. "The current political situation, especially in the USA, has implications for our business, but we are already seeing positive developments," explains Dirk Schmidinger. While the first quarter was weaker than expected, the company anticipates an increase in sales figures in the second quarter. In the German-speaking area, Samsonite employs over 300 employees, 220 of whom are in Germany. The company operates more than 40 own stores and has offices in Zurich and Cologne.
Broad Product Spectrum
The product portfolio of Samsonite is diverse and includes two main categories: ‘Travel’ and ‘Beyond Travel’. The ‘Travel’ sector accounts for the larger part of the overall business and includes classic suitcases and travel bags. The somewhat smaller, but rapidly growing sector includes backpacks. "In recent years, we have observed a clear trend towards casualization, which is also reflected in our range," explains Dirk Schmidinger.
Focus on Sustainability
A major focus for Samsonite is sustainability. "We are developing new models made from recycled materials to meet the increasing demands of consumers," says Dirk Schmidinger. The company also aims to continue working on making its products even more sustainable. For its existing efforts, the company was recently selected by TIME Magazine as one of the top 500 global companies with the most growth in sustainability issues.
Target Groups and Marketing Strategies
The target audience of Samsonite is broad, ranging from seniors to young adults. "We need to pursue different approaches in advertising to reach these diverse groups," explains Dirk Schmidinger. The marketing strategies include both traditional advertising and digital channels to reach as wide an audience as possible.
International Activities and Market Significance
The DACH region is of great importance to Samsonite, with Germany accounting for about one-seventh of the group's total sales. "Germany is an important market for us, and we see great potential for further growth," says Dirk Schmidinger.