Tumi Launches Flagship Expansion in Greater China

Tumi Holdings, Inc., a New Jersey-based company known for its high-end suitcases and bags, is making significant strides in the Greater China market. The brand is focusing on expanding its presence through large flagship stores, lifestyle product lines, and digital tools to connect with the region’s highly tech-savvy consumers.

Aris Maroulis, vice president at Tumi Asia-Pacific and Middle East, emphasized the importance of understanding the digital habits of Chinese consumers. “Chinese consumers are super digital savvy,” he said. “They will dial into livestreaming, visit stores, and choose to buy from wherever they are.”

Greater China has become Tumi's top priority in Asia. The brand has renovated stores in Hong Kong and Macau, taken over operations in Taiwan from a distributor, and opened a 280-square-metre flagship store in Shanghai, one of its largest globally. Currently, about 100 stores operate across Mainland China, Hong Kong, and Macau, with 60 directly managed by Tumi. The company plans to open more flagships in Beijing, Chengdu, and Shenzhen over the next three to five years.

“This is not a one-time exercise,” Maroulis explained, noting that the timing was right for expansion two years after the pandemic. “This is a program for the next three to five years.”

Despite challenges, the luxury and premium retail market in China faced a decline of more than 20% last year, according to Bain & Company. However, the market remained above pre-pandemic levels, generating about $17.6 billion (€15 billion) more in value in 2024 than in 2019. Mainland China continued to experience its sixth straight quarter of decline in early 2025.

Maroulis pointed out that this volatility has created opportunities. “The top luxury brands are under pressure in China, so that is actually an opportunity for us.” For instance, the Shanghai flagship occupies a site previously held by another luxury player.

While digital engagement is crucial, Maroulis highlighted the importance of physical retail presence. “Your physical retail in China needs to be the best in the world,” he said. “It is not a transactional experience. You need to have that physical presence.”

Flagship stores feature VIP spaces, a "material wall" showcasing signature fabrics and metals, and in Shanghai, rotating collaborations with young Chinese artists. At the same time, Tumi is leveraging livestreaming, remote selling, and one-on-one consultations to reach consumers who prefer digital interactions. Personalization is also a key draw, with city-specific patches, monograms, and cultural symbols allowing shoppers to tailor their products.

The company is broadening its product mix beyond travel gear to include day bags, women’s bags, sunglasses, and fragrances. Maroulis described the shift as moving “away from the body” products like luggage to “close to the body” items used daily.

Bain noted that younger Chinese shoppers value cultural relevance and expect brands to demonstrate authenticity through local ambassadors and designs. In response, Tumi appointed Chinese actor Wei Da Shun as its first brand ambassador in China. “He is quite popular in China, and we see him also gaining recognition outside of China,” Maroulis said.

Despite industry headwinds, Tumi is reporting double-digit growth in the region. Maroulis stated that the company is outperforming its peers: “Every month, we are getting stronger and stronger.”

Over the next 12 to 24 months, Tumi plans to expand its flagship presence in Mainland China, prioritize full-price channels, and accelerate renovations across outlet and travel retail stores, with another ramp-up expected next year.

“The vision is really to be at our best and be relevant to the local consumer,” Maroulis said. “When you do that, good things follow.”