Tumi expands flagship stores in Greater China

Another round of flagships is planned for Beijing, Chengdu, and Shenzhen.

New Jersey-based Tumi Holdings, Inc. is intensifying its presence in Greater China, combining large flagship stores, lifestyle product lines, and digital tools to reach the region’s highly connected consumers.

“Chinese consumers are super digital savvy,” Aris Maroulis, vice president at Tumi Asia-Pacific and Middle East, told Retail Asia. “They will dial into livestreaming, visit stores, and choose to buy from wherever they are.”

Greater China is the brand’s top priority in Asia. Tumi, which makes high-end suitcases and bags for travel, has renovated stores in Hong Kong and Macau, taken over operations in Taiwan from a distributor, and in August opened a 280-square-metre flagship in Shanghai, one of its biggest worldwide.

About 100 stores now operate across Mainland China, Hong Kong, and Macau, with 60 directly run by Tumi. Another round of flagships is planned for Beijing, Chengdu, and Shenzhen over the next three to five years.

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

China’s luxury and premium retail market shrank by more than 20% last year, according to Bain & Company, which said weak macroeconomic conditions weighed on spending. Fewer than 10% of brands posted revenue growth during the year.

Still, Bain said the market remained above pre-pandemic levels, generating about $17.6b (€15b) more in value in 2024 than in 2019. Mainland China was still struggling through its sixth straight quarter of decline in early 2025.

That volatility has opened opportunities, Maroulis said. “The top luxury brands are under pressure in China, so that is actually an opportunity for us.” The Shanghai flagship, for instance, occupies a site once held by another luxury player.

Whilst digital engagement is critical, Maroulis cited the importance of brick-and-mortar 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" highlighting signature fabrics and metals, and in Shanghai, rotating collaborations with young Chinese artists.

At the same time, Tumi is using livestreaming, remote selling, and one-on-one consultations to reach consumers who prefer digital interactions. Personalisation is also a draw: city-specific patches, monograms, and cultural symbols let shoppers tailor their products.

The company is broadening its 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 said younger Chinese shoppers value cultural relevance and expect brands to show authenticity through local ambassadors and designs. To that end, 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 said the company is outperforming peers: “Every month, we are getting stronger and stronger.”

Over the next 12 to 24 months, Tumi plans to expand flagship presence in Mainland China, prioritise 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.”