TUMI launches new flagship in Shanghai

TUMI has unveiled a brand-new flagship store in Shanghai, marking the brand's continued investment in the region and its commitment to serving the global traveller with immersive, elevated and personalised retail experiences.

In a conversation with MARKETING-INTERACTIVE, Aris Maroulis, vice president for TUMI Asia Pacific and the Middle East, said the new Shanghai flagship is a long-term investment in a market where it sees sustained potential and where its core consumer is evolving quickly.

"Shanghai has long been a global retail capital and key cultural hub. The city’s sophisticated and diverse consumer base, as well as its prominent role in fashion trends and artistic culture, makes it the ideal location to bring the full TUMI brand experience to life," said Maroulis. "It allows us to deliver the premium TUMI retail experience at an iconic location, meeting and exceeding consumers’ expectations with tailored and localised storytelling, innovative store elements, and curated collections that resonate with the market’s sensibilities."

Targeting modern global travellers within China, the new flagship merges the brand’s signature minimalist luxury with modern architectural aesthetics, from its sculptural façade and curved LED screens to the art installation, reflecting TUMI’s commitment to purposeful, performance-driven innovation.

"Their expectations are high, their awareness of global trends is sharp, and their engagement with brands - especially through digital platforms - is incredibly active. That level of discernment continues to push us to innovate in how we connect with our customers in culturally relevant and locally meaningful ways."

In terms of marketing strategies, Maroulis added that the launch of the Shanghai flagship store was designed as both a physical and digital celebration, reflecting the brand's broader marketing strategy in China.

"We will double down on enhancing our digital presence and communications to engage our customers wherever they are. We are expanding our presence on Tmall and JD.com and leveraging localised, interactive storytelling on influential social media platforms such as WeChat, Rednote and Douyin."

Echoing the sculptural elegance of 19 Degree, the flagship’s bold exterior greets visitors with a cascading metallic panel façade defined by fluid contours. This design detail nods to the collection’s signature curvature and reflects the brand’s commitment to thoughtful craftsmanship, from the outside in. Conveying effortless elegance in motion, refined scenario-based displays showcase the full range of TUMI men's, women's and travel accessories throughout thoughtfully designed spaces.

Additionally, a distinctive open-concept VIP area presents meticulously curated premium travel and luggage offerings, while clients can visit an interactive materials wall to experience TUMI’s innovations in cutting-edge design material technology firsthand.

Unique to the Shanghai flagship is a dedicated art installation space that bridges TUMI's design philosophy and local artisan culture. Rooted in respect for material integrity and purposeful craftsmanship, the debut work, Journey, was created from bamboo by contemporary artist Xu Fei. 

Exploring the intersection of movement, intention, and form, Journey draws on the ancient Chinese cosmological concept of 'round heaven and square earth' - a balance of fluidity and grounding that echoes TUMI's approach to design. The installation embodies the brand's belief that travel is not just about where you're going, but how you move through the world - with clarity, resilience, and meaning.

The brand's APAC brand ambassador Wei Daxun and TUMI's executives were invited to the launch ceremony, which saw over 500 guests exploring the space and discovered a curated selection of TUMI's premium collections, including Alpha Bravo and Harrison.

Beyond the opening ceremony, a range of immersive experiences have been rolled out to maximise the impact of the flagship store, such as an exclusive after-party and a "TED Talk" for design students with TUMI’s creative director Victor Sanz, alongside an immersive online component, including a Rednote lucky draw that offered an O2O journey.

"The launch was also promoted across eCommerce platforms such as Tmall and JD.com. We also drove engagement through localised storytelling, livestreams and a robust KOL programme leveraging WeChat, Rednote, and Douyin."

Beyond the Shanghai flagship, Maroulis said the brand has been focusing on opening iconic stores in North, South and West China. "We currently have a solid business in China with around 50 stores directly operated by us, but there is a lot more to do, and this will be a key focus for the next five years."

"We will continue to open larger and more impactful stores, and we will also broaden our retail footprint by entering emerging, high-potential cities beyond Tier one urban hubs. With more consumers in smaller cities seeking premium travel and lifestyle accessories, TUMI will refine its approach to localised retail experiences to cater to new demographics."

Looking ahead, TUMI will continue to drive brand awareness by engaging customers in fresh and culturally relevant ways, such as its campaign work with Wei. Maroulis also highlighted TUMI's current focus on expanding the female consumer segment, enhancing its lifestyle offering, connecting with the young generation, and delivering an elevated retail experience beyond tier-one urban hubs for consumers in emerging, high-potential cities. 

TUMI creative director Victor Sanz said: “Returning to Shanghai and seeing everything come to life was incredible. The energy in the room, the conversations, the people - it was all truly inspiring. Everyone brought something unique to the moment, and that’s what made it unforgettable. I couldn’t imagine a better way to kick off this exciting chapter for TUMI here in Shanghai.”

Don't miss: TUMI taps Wei Daxun as latest APAC brand ambassador

Last month, TUMI tapped Wei as its new Asia-Pacific brand ambassador, serving as key milestones in the brand’s continued global expansion and commitment to the global traveller.

With 29 million followers on Weibo, Wei has captivated audiences across Asia with his versatility, charisma, and sincerity. From film and television to music and philanthropy, his multifaceted career has earned him both critical acclaim and the lasting admiration of fans.

Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei naturally embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.

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