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In the world of premium luggage, DELSEY PARIS stands as a beacon of success and innovation. Founded in 1946 in PARIS, DELSEY PARIS had long held a prominent position in the global luggage market before facing financial difficulties in 2017-2018, followed by economic hardship during the COVID-19 crisis in 2020.
Since travels have resumed after the pandemic, DELSEY PARIS’s remarkable journey has not only exceeded expectations but also solidified its position as a global leader. In 2022, DELSEY PARIS showed an astounding 124% YoY net sales growth and a 6-fold increase in EBITDA compared to the pre-pandemic levels and has captured the essence of reinvention and resilience in the face of adversity. While the rescue of the company during the pandemic required painful decisions, the brand managed to seize opportunity.
Starting from the second half of 2021, DELSEY PARIS took advantage of the downtime and entered an era of reformation and reconstruction of the brand identity by drawing from the brand’s roots: French craftmanship, bold design and innovations.
Along with this repositioning, DELSEY’s innovative strategies include the introduction of new premium product lines and strategic brand partnerships with well-known brands such as Roland-Garros and Air France. These collaborations celebrate: travel and freedom, innovation and technology, as well as French elegance and craftsmanship; values which are shared by DELSEY PARIS and which allow the brand to boost DELSEY PARIS’s position in the premium segment.
The strategy also moves towards diversification, including a multi-brand strategy and the development of licenses with major players of premium brands in diverse industries, aligned with the post-pandemic consumer increased preference for travel as a status symbol.
“We needed to transform DELSEY PARIS by moving away from the traditional travel luggage market, practical but dull. During the pandemic, we carefully crafted a product repositioning strategy because I quickly became convinced that in the coming years, the suitcase would become a true ‘extension of style,” notes Davide Traxler, CEO of DELSEY PARIS.
At the beginning of 2023, DELSEY PARIS signed a licensing contract with the French industrial dynasty PEUGEOT and launched a collection of premium luggage bearing the famous brand’s lion emblem. This collaboration, unites 2 French brands with strong heritage, committed to design premium products that facilitate people’s life. The collection of “ingenious luggage” features a contemporary and premium design, innovative and recycled materials, and technical features aiming at accompanying travelers for personal and professional trips. It’s the alliance of elegance and innovations.
DELSEY PARIS also recently announced two upcoming licenses with key players. One with Jeep, to offer a collection of luggage that meets the needs of travelers passionate about adventure, but also the challenges of urban mobility. It combines DELSEY PARIS’ know-how and expertise in design and functionality, with the adventure, ruggedness and freedom of the Jeep® brand. The other one, with Benetton, the Italian world known fashion giant. The two iconic brands revisit some fashion standards of the 90s, such as the Color Block, or the minimalist trend featuring refined design and timeless pastel colors.
In 2022, not only did DELSEY PARIS confirm its leading position in Europe, but also became the 2nd player worldwide and in the US. While the company’s goal is to consolidate this remarkable path in the US, it continues to strengthen its positions in Asia, a strategic continent for development, where the brand has already established 15M€ in revenue in 2022
DELSEY PARIS has had a presence in India for over a decade, dating back to 2011 when it entered the market through a joint venture, eventually becoming a wholly-owned subsidiary of DELSEY SA France in 2018. India stands as one of the top five markets for the DELSEY group.
The brand’s products are readily available across major Indian cities, with a network of over 150 points of sale comprising exclusive brand outlets, large format stores, multi-brand outlets, and e-commerce platforms. In a strategic move, the Indian subsidiary plans to open 15 exclusive stores annually in select cities and expand its presence in multi-brand outlets and hypermarkets, leveraging the upcoming launch of its second brand, SECURITECH, set to debut in Q1/2024.
Looking ahead, DELSEY PARIS in India has ambitious growth plans, aiming to double its current revenue by 2026, capitalizing on the tailwinds generated by India’s burgeoning economy and the resurgence of air travel. Over the next 12 to 15 months, the brand also has plans to introduce several licensee brands to cater to the diverse needs of Indian consumers. This multi-brand approach is being implemented in the retail channel, with the brand launching a couple of flagship WORLD OF LUGGAGE stores, including one of its first in India.
Following a period of restructuring and adaptation in response, the brand in India has successfully transformed its organization and strategy, emerging as a highly profitable entity in the market.
DELSEY PARIS is poised to shape the future of luggage in a world where travel habits have evolved. As the travel industry continues to recover, DELSEY PARIS remains a symbol of determination and adaptability in the premium travel sector, offering a glimpse into what lies ahead in the world of luggage.
For more information on DELSEY PARIS, click https://luxury.tatacliq.com/delseyparis
(Articles under ‘Fortune India Exchange’ are either advertorials or advertisements. Fortune India’s editorial team or journalists are not involved in writing or producing these pieces.)
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