KUNOX CO., LTD. 

Jiaxing Chuangying Travel Supplies Co., Ltd.

PT. JINLIN LUGGAGE INDONESIA

JIANGXI BORONG LUGGAGE CO.,LTD., BAORONG

Jiaxing Modern Travel Goods Co.,Ltd.

Ningbo Hongji Locks Industrial Co., Ltd.

Hangzhou Travelsky Co., Ltd

Guangzhou Turn Round Luggage Co.,Ltd

Eminent Luggage Corporation 

China's New Aviation Law Reinforces the Value of Secure, Damage-Free Baggage InspectionFrom 1 July 2026, a significant revision to&nbsp;China's Civil Aviation Law changes how baggage inspections can be carried out at the country's airports.&nbsp;For travelers, the change may go unnoticed, but for airport security agencies, luggage manufacturers and travel brands, however, it represents an important shift in how checked baggage inspections can be managed.A New Approach to Security InspectionsPreviously, if security needed to inspect locked baggage, passengers were often required to return to the screening area or inspection room so their luggage could be opened in their presence.The revised law gives civil aviation security authorities the ability to inspect baggage without requiring the passenger to be present, where luggage is suspected of posing a security risk.&nbsp;The legislation also introduces safeguards around the process. Inspections conducted without the passenger present must be fully recorded and passengers must receive a written record of the inspection afterwards. Any prohibited or dangerous items must then be handled according to established procedures.&nbsp;Rather than delaying inspections while locating passengers, security officers can complete their work more efficiently while maintaining transparency and accountability.What happens if the suitcase is locked?Historically, security inspections requiring access to locked baggage have often presented two choices: wait for the passenger to unlock the bag or force entry if immediate inspection is required.As inspections increasingly take place without passengers present, the ability to access luggage without causing damage becomes even more important.This is where the Travel Sentry approved locking system plays a critical role.Using secure, authorized tools, airport security can unlock, inspect and relock compatible luggage without cutting the lock or damaging the suitcase.For travelers, that means:their belongings can be inspected when necessarytheir luggage remains securely locked after inspectionthere is no need to replace broken locks or repair damaged casesthey receive both the inspection record required under the new law and their luggage back in working orderSupporting Both Security and the Passenger ExperienceAirport security agencies have a clear responsibility to protect passengers while keeping airports moving efficiently. China's new legislation recognizes that modern aviation security sometimes requires inspections to happen independently of the traveler.The Travel Sentry standard supports that objective by enabling authorized security agents to gain legitimate access to complete a damage-free inspection.It is a solution that benefits everyone:Security authorities can carry out inspections more efficiently.&nbsp;Travelers avoid unnecessary damage to their luggage.&nbsp;Luggage brands can offer products designed for today's airport security environment.&nbsp;The revised Civil Aviation Law is another example of why globally recognized standards matter. When airports, security agencies and manufacturers work to common standards, inspections become more efficient, travelers enjoy a better experience and luggage remains protected throughout the journey.

Civil Aviation security agents in China can now inspect baggage without the passenger being present if luggage is suspected of posing a security risk. 

China's New Aviation Law 

What We Learned at the Travel Goods Association Show 2026In June 2026, Travel Sentry exhibited at the Travel Goods Association Show in Salt Lake City, Utah, USA – showcasing innovative locks from all our top manufacturers, TSID tags and TSID-enabled products from Osprey and Cabin Zero on an eye-catching newly designed booth. A New Format Brings Together Travel and Travel GoodsThis year, the TGA show shared the floor with TravelCon for the first time, an event tailored to travel influencers, bringing together creators, brands, retail buyers and media, all in one room at the Salt Palace to explore opportunities to work together. TGA designated a whole section of the show to the Adventure Games, a gamified concept where attendees could compete in luggage themed games to win cash prizes, trip and gear. There were valuable presentations on the State of the US Travel Goods business from Circana, as well as fireside chats on tariffs and winning at multichannel retail. Innovation Across the Luggage MarketThe new show format catered much more than in previous years to the gear section of the market – that is, luggage and equipment tailored for rugged adventure rather than pure holiday or business travel. It was great to see Travel Sentry locks on many lines, showing that security is relevant beyond the airport and throughout the journey. A rugged piece of kit needs an equally rugged lock! On classic luggage lines, we observed an increase in frame cases – an aesthetic choice which delivers increased security, as well as innovations like pop-up closets, braking systems, cupholders and integrated luggage hooks. Connecting with Industry PartnersBrands exhibiting included Ricardo Beverly Hills, Dejuno, Eagle Creek, Eastpak, Hedgren, Matador, Nobl, Nomatic, Osprey, Pelican and Solgaard. We appreciated the ability to catch up with our partners in real life and to introduce our new Senior Key Account Manager for the Americas, Caren Fiore. Finally, the Travel Sentry team took a moment to retail-check in big-box stores and department stores – a useful way to assess the market assortment, see what’s working in visual merchandising and POS materials. The 2026 TGA Show highlighted an industry that continues to innovate across product design, security and traveler experience. From the growth of adventure-focused equipment to increasing investment in premium luggage features and identification technologies, brands continue to look for new ways to add value for travelers. Travel Sentry is proud to support those innovations through globally recognized security standards and luggage identification solutions that help make travel simpler and more secure.

Brands exhibiting included Ricardo Beverly Hills, Dejuno, Eagle Creek, Eastpak, Hedgren, Matador, Nobl, Nomatic, Osprey, Pelican and Solgaard. 

Travel Goods Show 2026

What Is TSID? How Luggage Brands Are Using Travel Sentry's Recovery SystemManufacturers have always invested in lighter materials, smoother wheels, stronger shells and smarter security features. These innovations remain essential but as the travel goods market grows more competitive, many brands are looking for new ways to deliver value beyond the product itself.One feature increasingly adopted by brands is&nbsp;Travel Sentry ID (TSID), the next generation of the&nbsp;OKOBAN luggage recovery system, which remains well known among many Japanese brands. Travel Sentry's battery-free luggage recovery service has now reached over 10 million unique registered IDs. Each product is assigned a unique ID that links securely to its owner's contact details, creating a simple, effective way to reunite lost luggage with its owner.&nbsp;Registration is free and remains active for a lifetime.The Ongoing Challenge of Lost LuggageDespite advances in baggage handling systems, airport technology and digital tracking tools, lost and misplaced belongings remain a common travel frustration.&nbsp;A suitcase may be left in a hotel lobby. A backpack can be forgotten on a train. A bag might be mistakenly taken from a baggage carousel.When these situations occur, recovering the item often depends on one simple question: Can someone identify and contact the owner?Traditional luggage tags have served this purpose for decades, but they have limitations. Personal information is displayed publicly, tags can be damaged or detached and many travelers never update their contact details after purchasing a bag.For brands, the issue extends beyond the product itself. A customer who loses their belongings often associates that experience with the luggage they were carrying.This is creating new opportunities for brands to provide support long after the point of sale.What Is TSID?TSID is a luggage identification and recovery system that connects travelers with a global lost-property network through a unique identification code.Each TSID is linked to a secure online profile containing the owner's contact information. If an item is found, recovery partners can use the ID to help reconnect the item with its owner without displaying personal details publicly.Think about finding a locked iPhone. You can't unlock it to see who owns it, but Apple has built systems that help reunite the device with its owner. A finder might use the "Lost Mode" message, contact details displayed on the lock screen, or hand the phone to someone who can identify the owner through Apple's system.TSID works in a similar way for luggage. The bag remains secure, and the owner's personal information isn't displayed publicly. Instead, the unique TSID code acts as a secure bridge between the finder and the owner, allowing the item to be returned without exposing private details.Unlike electronic tracking devices, TSID requires no batteries, charging, subscriptions or connectivity. Once registered, the identification remains active for the lifetime of the product.Why More Brands Are Integrating TSIDStronger Product DifferentiationTSID provides a benefit that customers can immediately understand and appreciate. Integrating a recognized luggage identification system allows brands to offer value that extends beyond the physical product.Enhanced Customer ConfidenceTravel products are ultimately about peace of mind. Knowing that a bag is connected to a global recovery network provides an additional layer of reassurance for travelers throughout their journey. This confidence can become a meaningful part of the overall brand experience.Simple User AdoptionTSID was designed to minimize friction. Users simply scan a QR code and register their unique ID in minutes. The easier the onboarding process, the more likely customers are to engage with the service.No Electronics or Ongoing MaintenanceUnlike GPS trackers or battery-powered recovery devices, TSID operates without charging requirements, connectivity costs or subscription fees.&nbsp;Brand StoriesCabinZero&nbsp;CabinZero was among the first brands outside Japan to integrate a luggage recovery network that connected travelers with participating lost-property offices worldwide.&nbsp;“CABINZERO was proud to be one of the first travel brands in the world to include the OKOBAN Lost &amp; Found system across almost our entire product range,”&nbsp;says CEO Neil Varden.&nbsp;“It has always been an important value-added feature for our customers, providing additional peace of mind while travelling and reinforcing the quality and thoughtfulness behind our product.We are delighted to be transitioning the system to TSID across our backpack collection. TSID continues the same philosophy of helping travelers reunite with lost belongings through simple, effective and globally accessible solution.At CABINZERO, we believe that great travel products should do more than simply carry your belongings, they should help travelers navigate the world with confidence. TSID is a natural continuation of that commitment, providing a practical benefit that adds genuine value for customers while supporting more sustainable travel by helping lost items find their way back to their owners rather than being replaced.”Think Tank Photo“Our customers are professional and advanced amateur photographers who travel the world with a lot of expensive travel gear,” says Marketing Director at Ted Meister from&nbsp;Think Tank Photo.&nbsp;“We build rolling camera cases that are sized for airline carry-on and resemble normal rolling luggage. Since our rolling case carry thousands of dollars in camera gear, photographers feel more secure knowing that, if their luggage is lost or stolen, there is a good chance it can be recovered though the Travel Sentry TSID system.&nbsp;This feature adds peace-of-mind to our feature/benefit offering, especially in combination with the TSA locks that help keep camera gear safe and secure within the camera case”.Where to BuyWith more than 10 million registered IDs worldwide, TSID has become one of the largest luggage identification and recovery systems in the travel industry.For luggage manufacturers and travel brands, the opportunity is clear: helping travelers recover their belongings may be just as important as helping them protect them in the first place.FAQsWhat is TSID?&nbsp;TSID (Travel Sentry ID) is a digital identity system for your luggage. Every TSID tag has a unique 12-character code that you register online. If your bag is lost or delayed, it helps route it back to you without exposing your personal details on the outside of your luggage.How does TSID work?Register your TSID code at tsid.com (takes under a minute)If your bag is lost, a finder scans the QR code on your tag or enters the code at tsid.comThey leave their contact detailsYou receive an instant email with the finder's informationYou stay in control of how to recover your itemTSID is also linked to WorldTracer, the airline baggage system used by 400+ airlines and 2,800+ airports worldwide.&nbsp;Is TSID free?&nbsp;Registration is free and your TSID is valid for life. No annual fees or subscriptions are required.What happened to OKOBAN?&nbsp;OKOBAN was a previous lost &amp; found system. Travel Sentry now offers TSID as the global lost &amp; found solution, with over 10 million ID codes issued and the backing of the globally recognized Red Diamond logo.Which luggage brands use TSID?&nbsp;Shop here:&nbsp;https://tsid.com/en/shop

TSID is a luggage identification and recovery system that connects travelers with a global lost-property network through a unique identification code.

10 Million TSID Registrations

Former TUMI Head Merchant Joins Travel Sentry as Senior Key Account Manager for the AmericasTravel Sentry has announced the appointment of Caren J. Fiore&nbsp;as Senior Key Account Manager for the Americas. Caren joins the company during the week of the Travel Goods Association (TGA) Show, bringing deep industry expertise and a strong track record of driving growth, innovation, and strategic partnerships within the travel goods sector.Caren joins Travel Sentry from TUMI, where she recently served as Head Merchant. During her tenure, she played a significant role in the brand's expansion, category development, and evolution during a period of substantial transformation.&nbsp;"I am thrilled to join Travel Sentry as Senior Key Account Manager for the Americas,"&nbsp;said Caren "Throughout my career I have built strong relationships with business stakeholders, identified growth opportunities, solved complex challenges, and helped bring innovative products and solutions to market that delivered meaningful value for consumers. Travel has been a central theme in my professional journey, making this role an exciting next chapter. I am passionate about fostering collaboration, driving business strategies, and creating better experiences for travellers. I look forward to working with licensees, industry partners, and colleagues to support the continued growth and impact of the Travel Sentry brand."Caren will work closely with Travel Sentry's network of licensees, retailers, and industry partners throughout the Americas, supporting business development initiatives, strengthening strategic relationships and helping to drive adoption of Travel Sentry's innovative security and travel convenience solutions.

Former TUMI Head Merchant joins Travel Sentry as Senior Key Account Manager for the Americas, bringing a strong track record of driving growth.

New Americas Senior Account Manager

Voting is Now Open in Travel Sentry Product Awards 2026Voting is now open for the Travel Sentry Product Awards 2026. After a competitive nominations period that drew entries from leading brands across the travel goods industry, Travel Sentry partners, manufacturers and suppliers are invited to cast their votes and share the vote with their own audiences on the brand-new platform.&nbsp;The Travel Sentry Product Awards are a platform to showcase innovation, strengthen brand positioning and stand out in an increasingly competitive global market. Each year, they highlight best-in-class innovation in travel security and luggage design. Previous winners include globally recognized names such as Louis Vuitton, Osprey, Briggs &amp; Riley, Away, Eastpak and Rollink.What You’re Voting ForThis year’s categories span the full ecosystem of travel goods. Whether your brand has an entry in the running or you want to champion others pushing the industry forward, your vote counts:Luggage and suitcase designTSA-accepted locks and padlocksTSID (Travel Sentry ID) solutionsSustainability initiativesMarketing campaigns driving customer engagementA Streamlined Experience for VotersThe 2026 awards run on a brand-new platform, built to reduce friction from nomination through to voting. For brands and partners, that means a cleaner experience when directing your customers and followers to vote and greater visibility for the products and campaigns you’ve worked hard to bring to market. Share the vote link with your audience and help the best products get the recognition they deserve.Why It MattersTravel Sentry partners continue to push the boundaries of what’s possible in travel security, through smarter lock systems, improved materials and more sustainable production methods. Winning a Travel Sentry Product Award is an independent endorsement of product quality and innovation. It strengthens brand positioning, drives customer trust and provides a powerful proof point for marketing and sales. Encourage your customers, retail partners and social audiences to vote today.How to VoteVoting takes just a few minutes. Share these steps with your team and your customers:Visit the voting website hereBrowse the nominated products across each categoryCast your vote for the entries you believe deserve to winEnter prize draw to win flight vouchersWhat Previous Winners Say&nbsp;

Our Product Awards are a platform to showcase innovation, strengthen brand positioning and stand out in an increasingly competitive market. 

Voting Open for Product Awards 2026 

Why Airline Baggage Fees Keep RisingChecked baggage is becoming increasingly expensive for travelers around the world.In 2026,&nbsp;several major airlines, including Delta, United, American Airlines, JetBlue and Southwest, introduced new increases to checked baggage fees, continuing a long-term industry trend toward higher ancillary charges. For many travelers, what was once considered a standard part of airfare is now one of the fastest-growing additional travel costs.But why are baggage fees continuing to rise? Increasing operational expenses, changing airline business models, fuel volatility and evolving passenger behavior are all contributing to a new era of airline pricing.For the travel goods industry, these shifts are also changing how consumers pack, purchase luggage and prepare for travel.Airlines Are Relying More on Ancillary RevenueOne of the biggest reasons baggage fees continue to rise is the airline industry's growing dependence on ancillary revenue, which is the additional income airlines generate beyond the base ticket price.&nbsp;This includes:checked baggage feesseat selectionpriority boardingonboard food and beveragesWi-FiupgradesOver the past decade, airlines have increasingly adopted “unbundled” pricing strategies. Rather than including services within the ticket price, carriers now separate them into optional paid extras.For airlines, this approach offers several advantages:lower advertised airfare&nbsp;greater pricing flexibilitymore predictable revenue streamsAs airlines face ongoing pressure to maintain profitability, baggage pricing remains one of the most easily adjustable areas.Rising Operational Costs Are Impacting AirlinesAirlines are also facing significantly higher operating costs across multiple areas of their business. Key pressures include:higher fuel priceslabor shortagesincreased airport chargesaircraft maintenance costssupply chain disruptions affecting aviation parts and operationsWhile airfare prices fluctuate based on competition and demand, baggage fees provide airlines with an additional revenue source that can help offset operational instability.Unlike ticket prices, baggage fees are often perceived as easier to raise incrementally without dramatically affecting booking behavior.For travelers, however, the total cost of flying continues to increase.Traveler Behavior Is Changing RapidlyAs baggage costs rise, consumers are adapting their travel habits accordingly.Many travelers are actively trying to avoid checked baggage fees altogether by:traveling with carry-on luggage onlyusing lighter luggagepacking more efficientlyresearching airline baggage policies before flyingConsumers are also paying closer attention to luggage dimensions and airline compatibility as some airlines continue tightening enforcement around cabin baggage restrictions.For luggage manufacturers and brands, airline baggage policies are increasingly influencing product development and consumer purchasing decisions.&nbsp;The Growing Importance of Carry-On CompatibilityAs travelers become more fee-conscious, carry-on optimization is essential. This shift creates opportunities for brands to focus on:lightweight carry-onsunder-seat luggagecabin-compatible luggageexpandable and modular designshighly organized packing solutionsTools such as Travel Sentry’s&nbsp;CarryOK also help support travelers by allowing them to check whether luggage dimensions meet airline cabin requirements before they fly.&nbsp;As airline restrictions continue evolving, compatibility and preparation are becoming more valuable selling points across the travel goods market.Security and Traveler Reassurance Still MatterUnexpected gate-checking, crowded overhead bin and stricter airline enforcement have created additional concerns around baggage handling and protection.Travelers need reassurance that their belongings remain secure whether a bag is checked voluntarily or unexpectedly transferred into the aircraft hold.See our blog about&nbsp;how to secure your belongings in your carry-on.Travel Sentry Approved locks help support smoother baggage inspection processes by allowing security authorities to inspect luggage without damaging approved locks. In an environment where baggage handling has become more complex and more valuable to travelers, maintaining both convenience and peace of mind is increasingly important.

In 2026, several major airlines introduced increases to checked baggage fees, continuing a long-term industry trend toward higher ancillary charges. 

Why Airline Baggage Fees Keep Rising

TSA Lock Training for Retail Staff: How the Travel Sentry Retail Buyers Program WorksResearch shows that 68% of travelers are willing to pay more for luggage featuring the Red Diamond logo, but that premium only converts if the people on the shop floor can explain why it's worth it. That's exactly why the Travel Sentry Retail Buyers Program has been designed.Travel Sentry has launched a dedicated TSA lock training resource for retail partners. This is a short, engaging video presentation that gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.Why TSA Lock Training Matters for Retail StaffTSA locks represent a globally recognized security standard that protects travelers in 800 airports across 80 countries and yet many retail staff are unsure how to explain that to a customer standing in front of a luggage display. The Retail Buyers Program educates staff to explain exactly why the lock is there and how it works. We can also supply or customize an instore talk-sheet for retail staff, alongside the video.Travel Sentry's role is straightforward: as the licensing company behind TSA locks, it acts as a hub connecting security agencies, the travel goods industry and travelers. The Red Diamond logo on a lock isn't just branding; it signals that the product has passed rigorous quality control testing and is supported by a global inspection system.&nbsp;What the TSA Lock Training CoversThe program walks staff through the full Travel Sentry system, from how a checked bag moves through airport security, to why a TSA lock makes that process smoother for everyone involved.Key areas include:How the system works. When a bag with a Travel Sentry approved lock is flagged for inspection, security agencies see the Red Diamond and know that they can use specialist tools, provided free of charge by Travel Sentry, to open, inspect and relock the bag without damaging it. A generic padlock, one without the Red Diamond, offers no such protection and may be cut off or left unsecured.&nbsp;The value beyond the airport. TSA locks aren't only for air travel. They act as a visible theft deterrent on trains, buses, in hotels and in any public setting where luggage is left unattended.&nbsp;The full product range. From built-in luggage locks and TSA padlocks, to combination, key, cable and smart locks, each type solves a different need. Knowing the differences allows staff to guide customers rather than simply pointing them to a shelf.The program also highlights the access to free marketing assets: hangtags, leaflets, and 'how to use your lock' videos, all ready to deploy in-store or online. For e-commerce teams, the&nbsp;CarryOK® widget offers a plug-and-play tool that lets shoppers check airline carry-on rules directly on a product page, reducing returns and increasing buyer confidence at the same time.The Retail Buyers Program reflects a broader shift in how Travel Sentry supports its partners. Rather than simply supplying a product and a logo, we have provided knowledge that sits behind the sale.&nbsp;With more than two billion passengers passing through airports implemented with the Travel Sentry system every year, the opportunity for retail partners is significant.&nbsp;To find out more about the Travel Sentry Retail Buyers Program or to access free marketing assets, contact your Travel Sentry account manager.FAQsWhat is a TSA lock? A TSA lock is a travel lock approved by Travel Sentry and recognized by security agencies worldwide. It allows airport security to open, inspect, and relock luggage without cutting or damaging the lock, using specialist tools provided by Travel Sentry.What is the Red Diamond logo? The Red Diamond is Travel Sentry's trademark symbol. It appears on all Travel Sentry-approved locks and luggage, indicating the product meets rigorous quality and security standards and is compatible with the global inspection system.Which airports accept TSA locks? Travel Sentry-approved locks are recognized at over 800 airports across 80 countries, covering more than half of all global air passengers annually.

This video gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.

TSA Lock Training for Retail Staff

Aluminum For All – Dupes, Democratization and Status Signifiers&nbsp;In the 1920s, Rimowa started experimenting with aluminum for suitcase manufacture, inspired by the early days of aviation. The modernity and resilience of the shiny finish made it an icon which Rimowa riffed on and refined for over a century. The material itself communicated premium quality because it was rare, expensive to manufacture and strongly associated with a single brand, now part of the LVMH Group.&nbsp;Today:Aluminum cases exist from Amazon brands and at High Street retailers for under £150.Mid-market players offer aluminum at £300–500.Premium brands still sell at £1,000+.The material has become democratized. Consumers are increasingly weighing up how willing they are to pay a premium for an aluminum case, now that pricing architecture offers a similar product at multiple accessible price points.&nbsp;By the way, this isn’t just happening in luggage, but across many categories - for example in cashmere, beauty products or noise-cancelling headphones.&nbsp;As premium attributes become accessible, brands must shift from selling&nbsp;features&nbsp;to selling&nbsp;meaning and story.&nbsp;If we look at the case of Rimowa, the material is the table stakes – what they’re selling is heritage, associations with luxury travel, repairability, patina and character acquired over time as proof of authenticity and craftsmanship. In short – status signaling where the luggage becomes a social object beyond a useful tool.&nbsp;The explosion of dupe culture&nbsp;Three forces converged to truly catapult dupe culture to the level of acceptance that it inhabits nowadays.&nbsp;Social media made discovery frictionless, when phrases like "Rimowa dupe", "Stanley dupe", "Lululemon dupe" became normalized on platforms like TikTok.&nbsp;In the endless scroll on social media, consumers no longer discover products through brands, instead pausing over aesthetics, functions and viral recommendations on their FYP before following through on a friction-free purchase. Brand can be part of the hype, sure, but often plays a more secondary role than it used to.&nbsp;Faced with inflation and rising costs of living,&nbsp;consumers became much more willing to explore whether they were more motivated by the object or the logo (brand) on it.&nbsp;The normalization of dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier.&nbsp;Overall, dupes have become socially acceptable and consumers view buying dupes as evidence of being economically savvy and informed, rather than compromising on quality by buying a copy.&nbsp;Where consumers happily buy dupesGenerally, consumers are comfortable buying dupes where the purchase is primarily functional or aesthetic rather than symbolic. In these categories, consumers tend to focus on outcomes rather than origins.Le Creuset-inspired cookware, designer furniture lookalikes and supermarket own-brand kitchen ranges continue to thrive because consumers care more about appearance and utility than provenance. If a pan cooks well and looks good on the hob, the visual signifier and logo become less critical.Beauty is perhaps the strongest example of all. Consumers routinely substitute premium brands such as Charlotte Tilbury, Drunk Elephant and Sol de Janeiro for lower-cost alternatives that promise a similar experience. In many cases, the functional outcome feels close enough that the premium becomes difficult to justify. TikTok's countless "save versus splurge" comparisons have only accelerated this trend.Increasingly, luggage finds itself in a similar position. For many travelers, it’s about nailing the basics: whether the wheels roll smoothly, the zip closes securely and the case survives the journey. If a £250 aluminum case delivers those outcomes, many consumers struggle to see why they should spend four times as much.This presents a challenge for premium luggage brands, as materials, features and manufacturing techniques become more widely available. Leisure travelers and occasional travelers are more likely to view luggage as a utility purchase and therefore be receptive to dupes.Where consumers still want the originalThe categories where consumers continue to value originals are equally revealing it is where ownership itself creates value.&nbsp;Luxury handbags remain one of the clearest examples. A counterfeit Birkin does not deliver the same social meaning as an authentic Hermès Birkin. The craftsmanship matters, but so does the exclusivity, the waiting list, the story and the cultural cachet. In many respects, authenticity is the product.The same principle applies to watches. Buyers of Rolex, Patek Philippe and Audemars Piguet are not purchasing a way to tell the time, when they can do that perfectly already on their mobile phones. They are buying status, scarcity, craftsmanship and increasingly, an asset that may hold or increase its value. A dupe or collab can undermine much of what makes the original desirable, for example, if you look at the recent Swatch Audemars Piguet pile-on.&nbsp;Collectibles provide another example. Whether vintage luggage, limited-edition sneakers, Pokémon cards or art, ownership history often contributes directly to value. In these markets, provenance is not an added benefit; it is part of the product itself.The distinction is important because it reveals that consumers are not necessarily rejecting premium products. Rather, they are becoming more selective about where authenticity matters and where functionality is enough.The rise of "masstige"Between luxury and budget, there’s a growing middle ground that many brands are actively targeting.Sometimes described as "masstige" - prestige made more accessible - this segment appeals to consumers who want quality, design and a sense of aspiration without paying true luxury prices. Luggage brands like Away, July, Monos, Antler and Carl Friedrik have successfully positioned themselves in this space. They offer elevated design, strong storytelling and premium features, while remaining significantly more affordable than the top tier luxury brands.Their proposition is compelling because it addresses a question many consumers are inwardly asking themselves how to tap into the experience without the luxury price tag.&nbsp;For many shoppers, the answer is no longer to trade down to the cheapest option, but to trade across to a brand that feels premium enough.This is where pricing architecture becomes increasingly important.What luggage can teach us about pricing architectureHistorically, luggage sat within relatively clear pricing tiers. Budget products occupied the entry level, mid-market brands sat comfortably in the middle, premium products commanded a meaningful uplift and luxury brands operated in a category of their own.&nbsp;Today those distinctions are becoming harder to maintain.Consumers can buy polycarbonate cases at virtually every price point. Aluminum is no longer so exclusive. Smooth-rolling wheels, integrated locks and premium-looking finishes have become widely available.The result is a phenomenon often described as price compression. As product features become more similar, consumers become less willing to pay dramatically different prices for apparently similar outcomes.This does not mean premium brands are doomed: it means that they must communicate louder on dimensions like distinctiveness, service and emotional value, rather than differentiation in features, a crowded space in which it is harder to stand out.&nbsp;The strongest premium brands increasingly sell identity rather than functionality. They are selling what ownership says about the consumer and how that ownership makes them feel.The future of premiumizationPerhaps the most interesting aspect of dupe culture is that it does not necessarily weaken premium brands. In many ways, it forces them to become clearer about what they offer, both in the purchase moment and in the years to come.&nbsp;When aluminum luggage was rare, consumers paid for aluminum, despite the price.&nbsp;Now that aluminum is available at almost every price point, consumers must decide whether they are paying for craftsmanship, heritage, service, status and emotional connection - or simply for the shiny material.In a world where materials, features and even aesthetics can be replicated at every price point, lasting premium value comes from something harder to imitate: heritage, authenticity and the stories consumers tell themselves about ownership. The challenge is no longer avoiding comparison with a dupe but giving people a compelling reason to pay a premium for the original.&nbsp;

Dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier. 

Dupes & Premiumization 

The Gold Standard in Physical Retail for Luggage While much of the world has shifted online drawn by increasingly frictionless e-commerce experiences, physical retail still dominates luggage sales in the US. According to recent figures from the Travel Goods Association, offline channels account for roughly 64-70% of total sales. Why does brick-and-mortar remain so resilient in this category? And what does “best in class” look like for physical luggage retail today? The answer starts with the nature of the purchase itself. Luggage is a high-involvement decision: it’s expected to last for years, reflect the owner’s personality and values and crucially, protect their belongings throughout a journey. Functionally, customers want to get hands-on: to test the wheels, extend the handle, assess the weight and explore features like external pockets or cupholders. These are tactile, sensory checks that are difficult to replicate online. But leading brands go beyond simply enabling product trial. What truly differentiates the strongest players is how they “eventise” the retail experience. As Monos co-founder Victor Tam puts it, the goal is to “facilitate the experience of travel before customers go travel.” Most people who walk into a luggage store have a trip on the horizon: a moment charged with anticipation and emotion. Winning brands design around that energy, creating environments that tap into the excitement of travel rather than just showcasing products. The store becomes a destination, not merely a point of sale, engaging all five senses: touch, smell, taste, hearing and sight. In this model, retail spaces evolve into more than stores. They become knowledge hubs and community centers, offering workshops, repair services, events and opportunities to connect with like-minded travelers. These experiences deepen engagement, increase “stickiness,” and ultimately build stronger, more enduring brand affinity. Although people might not purchase luggage regularly, they can visit an upscale cafe to hang out with friends – and absorb many of the micro signals that means a luggage brand features higher in their consideration set when the right time to purchase arrives. Here are some of the brands that understand this customer journey particularly well.   Monos Postcard Next door to Monos’ Chicago store sits Postcard, their first cafe concept, a modern lounge at the intersection of music, design, and hospitality. Inspired by the liminal spirit of travel, Monos describes the store as “a new chapter…a place of gathering and exploration that bridges design, culture, and community – inviting guests to arrive as they are and depart a little changed”. Calpak  Calpak’s first physical location in Westfield Century City in Los Angeles, the store hinges on one big idea: celebrating both everyday and faraway adventures. The brand worked with design and architecture firm Gensler to bring this concept to life by creating various visual windows or pathways throughout the store. “These are windows into different spaces, windows of opportunity and windows of your life,” Calpak Marketing VP Jeannie Shin said. “There’s a front window display, but behind that there is a wall with another window that peeks into the store. And then when you walk into the front of the store, there are all these different areas of products - different windows of different stages of your life, or moments of your life that you’re entering.” The final window, which leads to the luggage area, emulates the feeling of being in the air, almost like shoppers are looking out of an airplane window. The store also has distinct spaces where shoppers can touch, feel and test products. For example, there are two packing stations that feature Calpak’s various luggage sizes and organizational offerings, so customers can see how much they can pack in a single bag. Rimowa  Rimowa’s physical offering blends the aesthetic and the practical, meeting their customers where they are, with architect designed stores which feel more like elegant art galleries. In their London store, there is an entire floor dedicated to client care, providing immediate onsite repairs and access to replacement parts. This service is part of the lifetime guarantee introduced in 2022, ensuring that each RIMOWA suitcase remains a trusted companion on every journey. The service also includes product customisation, whether that’s stickers commemorating destinations visited or creating a truly unique case through selecting colours for body, wheels, handles and luggage tag.   We’re always keen to hear which brands are driving additional value for their current and future customers through outstanding physical retail, so please let us know who else deserves to be featured in this article.  

According to recent figures from the Travel Goods Association, offline channels account for roughly 64-70% of total luggage sales in the US. 

Find your suppliers

Ningbo Hongji Locks Industrial Co., Ltd.

Hangzhou Travelsky Co., Ltd

Guangzhou Turn Round Luggage Co.,Ltd

Eminent Luggage Corporation

KUNOX CO., LTD.

Jiaxing Chuangying Travel Supplies Co., Ltd.

PT. JINLIN LUGGAGE INDONESIA

JIANGXI BORONG LUGGAGE CO.,LTD., BAORONG

Jiaxing Modern Travel Goods Co.,Ltd.

Interview with James Krueger of Travel Innovation

Interview with ROAM

Senz Interview at Ambiente 2026

Resources

TSA Lock Training for Retail Staff

Resources

Dupes & Premiumization

Resources

Inside Modern Luggage Retail