Luggage Brands Expand Beyond Suitcases to Solve the Repeat Purchase Problem

Quick Facts

The global luggage market was valued at $45.17 billion in 2025 and is projected to reach $84.58 billion by 2034, growing at a 7.22% CAGR.
Rimowa launched its first leather handbags in its 127-year history, priced between $1,200 and $2,150, targeting the luxury accessories market.
Away, Béis, and Monos are all expanding into apparel, lifestyle accessories, and new demographic segments to increase purchase frequency.

Suitcases do not sell like sneakers. Consumers buy one, maybe two in a decade. That fundamental problem is pushing the biggest names in luggage into new categories fast.

The U.S. travel goods market hit $6.4 billion in 2025, down 4% year-over-year but still nearly double 2020 levels. Global luggage sales stood at $45.17 billion in 2025 and are forecast to reach $84.58 billion by 2034. The market is growing, but brands selling primarily hard-shell suitcases are stuck with a low-frequency purchase cycle that limits customer lifetime value.

The answer, for most of these brands, is category expansion.

Rimowa Goes Luxury Leather

Rimowa made the sharpest pivot. For the first time in its 127-year history, the brand launched leather handbags. The Groove Collection includes four styles, a shopper, a hobo, and two cross-body purses, priced between $1,200 and $2,150.

Rimowa CEO Bonnet-Masimbert described the move directly: “Deep down, I’ve always wanted to make a handbag using our expertise.” The brand had previously released soft accessories like canvas backpacks and weekender totes, but those were positioned as suitcase companions. The Groove Collection is a direct play for space in a category owned by Dior, Louis Vuitton, and Celine.

Rimowa is also one of LVMH’s fastest-growing brands, with the U.S. now ranking among its top markets. The brand separately launched a $2,125 aluminum cross-body purse, the Original Bag, built with its signature ribbed exterior.

Away Targets Kids, Apparel, and Wellness

Away raised $100 million in Series D funding at a $1.4 billion valuation and has outlined plans to expand into apparel, wellness, and lifestyle accessories. In May 2025, the brand launched its first children’s collection, entering the family travel segment.

Away is also growing its physical retail presence, with plans to open 50 new stores. Selena Kalvaria, SVP of Brand at Away, framed the expansion around lifestyle ownership: “It’s not just the bag that you have that is Away, but it’s really everything that goes inside, what you take with you, what you need after.”

The brand is marking its 10-year anniversary with a new CEO, new wholesale partners, and a broader lifestyle positioning strategy.

Béis Builds a Full Lifestyle Brand

Béis, founded in 2018 by Shay Mitchell, reported $200 million in annual revenue in 2023. The brand now sells luggage, pet accessories, baby bags, and gym gear. In January 2026, it launched the Pro Collection, a five-piece men’s capsule built from Ballistic Nylon, marking its official entry into menswear.

During the pandemic, Béis quadrupled its business by shifting marketing toward everyday movement, leaning into diaper bags and work totes when vacation travel stalled. That strategy set the template for how the brand thinks about growth today.

Monos Chases the U.S. Market Through Collabs and Stores

Monos launched in 2018 and now sells suitcases, tote bags, accessories, and apparel across 56 countries. The U.S. accounts for 75% of its revenue. The brand started as digital-only and opened its first physical store in Canada in 2022, with U.S. retail expansion underway.

Fashion collaborations have become a growth lever for Monos as it works to build brand awareness beyond the core luggage buyer.

What the Data Shows

Quality ranked as the top purchase driver for luggage buyers in both 2025 and 2026, cited by 26% and 27% of consumers respectively. Price dropped to 17%. Versatility rose to 9%, pointing toward demand for multi-use products across the travel and everyday carry space.

A separate survey found that 89% of luggage consumers would book travel through their preferred brand’s loyalty program if the option existed. That number signals that brands willing to build full travel ecosystems, not just sell bags, have a significant retention opportunity ahead of them.

Travel bags, including non-suitcase formats, already hold a 56.8% revenue share of the luggage market. Backpacks alone account for 17% of the total market. The category mix is already shifting. Brands are following the money.