RIMOWA has been a global leader in premium luggage since 1898. And while they're known for their original aluminum design with parallel grooves, the brand has been in a period of innovation recently thanks to new CEO 27-year-old Alexandre Arnault. The latest offering? The luxury travel company is launching its first customization service.
Called RIMOWA Unique, customers will now be able to add their personal touch to a case. You start with the Classic Cabin model, which features the iconic silver-colored hard shell. Then you choose from three accessory options: a Nappa leather two-handle set, luggage tag, and wheels. Each of those details is available in a brand-new palette of seven shades, including Ocean, Lagoon, Azure, Blush, Honey, Clementine, and Paprika. Customers can mix and match colors to make a totally unique and stand-out piece. Then, you get to personalize a leather luggage tag by embossing a set of initials also available in a variety of colors.
Additional accessories are also available to finish the look, including colorful luggage belts and charms, as well as the classic RIMOWA luggage stickers collection.
The customization process will take place via the website and in select stores. Online, you will go through a three-step process that lets you choose the colors of each accessory and emboss the luggage tag. You will be able to see all the options before making a final decision, making it easy to try out different combos. In-store customization follows a similar process with a sales associate available to walk you through your choices before settling on the perfect design.
The customization service comes after the brand launched several other unique offerings in the luxury luggage marketplace. In December, they released the first experiential suitcase that came with 12 skyhours of travel every month for 12 months. Prior to that, they partnered with Italian streetwear brand Off-White to create a limited-edition line of cases with bold graphics and phrases.
“The launch of RIMOWA UNIQUE is yet another way we’re making travel a more enjoyable experience. As a brand at the intersection of craftsmanship and heritage, with this added customization service our customers will be able to add their own personal touch to our iconic Classic cases,” said Arnault.
The RIMOWA UNIQUE service will be available in select stores worldwide and online at RIMOWA.com starting November 14.