Inspiring desire in new markets for one of Germany’s oldest luxury luggage brands
Founded in Germany in 1898, Rimowa is one of the oldest names in luxury luggage, yet one that has remained at the forefront of new trends. Since 2016, LVMH has held a majority stake in Rimowa. From vintage wood to classic aluminum to high-tech polycarbonate, Rimowa has nurtured an unwavering philosophy: expert travelers need expert travel solutions. Inspired by the golden age of aviation, Rimowa added distinctive grooves to its aluminum suitcases, paying homage to the world’s first all-metal aircraft. Its products are a status symbol for the international jet set. We were retained by Rimowa to drive awareness and create visibility in top-tier international media, while supporting the company’s expansion plans in Italy and France, to increase its profile and reinforce its connections to the past as the company looks forward to the future.
We undertook a focused media relations campaign and secured a number of celebrity endorsements, as well as product placements in films for Rimowa. We provided support for store openings in Florence and Rome by creating and managing impactful events. We also worked on the opening of the first flagship store in France, a 1,000 sqm store located on the prestigious Rue du Faubourg Saint-Honoré.
Thanks to our network in the worlds of fashion, design and lifestyle, as well as our in-depth understanding of the media landscape and its specific challenges, we secured impactful publications in relevant international titles. Rimowa is now one of the most desirable and most featured luggage brands: the perfect suitcase par excellence, and a traveler’s icon. It is one of the star performers within the LVMH group, and also enjoys a dynamic, trendy following among a younger generation as a cool yet reliable maker of travel accessories.