If bags are a familiar category in fashion, a newer concept is set to become the story of this summer – the suitcase.
With the holiday season in 2022 dominated by stories of lost luggage – and the rule to keep liquids under 100ml for carry-on being scrapped in 2024 – large bags for the hold may become less commonplace. Cabin bags of the maximum dimensions allowed by most airlines (typically around 56cm x 36cm x 23cm) are becoming ever more popular – with a spate of newer brands vying to become the suitcase of the summer.
July, founded in 2018 in Australia, claim to make the lightest double-wheel carry-on suitcase for £195, a design that can even be put under the seat at a push. Nere, which began in 2022, also in Australia, have made colours their point of difference. Their pink suitcase (£119) is a bestseller. Beis, meanwhile, is a celebrity favourite. Founded by influencer and actor Shay Mitchell in 2018, the brand – which also focuses on bright cabin bags (£223) with matching under-the-seat bag (£91) – is preferred by Hailey Bieber and Gigi Hadid.
This shift is seen across retailers and shopping options. Nere’s profits were A$1m (£0.53m) in a year, and they have sold 1.5m units. Beis’ 2022 profit was $120m (£93m), with forecasts up to $200 (£156m) for 2023. John Lewis report that sales of cabin bags are up 75% in 2023. Those on a smaller budget might have bought into the popular £15 “viral Ryanair cabin bag” which, at 35cm x 20cm x 20cm, fits under the seat at no extra cost.
Nere CEO Felicity McGahan says their brightly coloured suitcases are fulfilling a demand from consumers. “‘Pink suitcase’ is the second most used search term after ‘black suitcase’,” she says. “Every generation can pull [off pink].”
The introduction of brights does make a change from the typically black or grey suitcases seen in the departure lounge. “[Luggage] previously came from a men’s aesthetic – [it was] designed for men by men,” says…
Read the full article here
