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Brand Story
The brand today
Don’t let the youthful look fool you…
American Tourister has been around for more than 85 years!
And all this time, we have been evolving…
without ever losing focus on quality, innovative design and a sense of fun!
Our beginning of time
1933
In 1933, founder Sol Koffler invests
his life savings into a luggage
company in Providence,
Rhode Island. He wants to turn his
dream into reality:
A tough suitcase that could sell for a dollar.
Call for lighter luggage
1940's
Heeding the call for lighter luggage sparked by increased air travel, American Tourister
introduces Hi-Taper luggage that is lighter and easier to pack.
In 1946, we launch our first national advertising campaign featuring luxurious
interiors,
fashionable colours and durable construction.
The pace-setter for molded luggage
1950's
We pioneer the world’s first molded luggage
with innovative material –
THE TRIM AND SLIM TRI-TAPER.
Not surprisingly, the pace-setter for luggage
design quickly becomes all the rage!
Flight test approves
1960's
We become the first company to ‘flight test’
our bags with flight attendants from
major airlines.
Flight tested,
flight approved!
Gorilla proves durability
1970's
We continue to design durable
cases that could withstand even
the toughest quality critic:
a gorilla!
Our brand’s “Gorilla ad” campaign
is launched and would continue to
run for 15 years.
Today, the Gorilla remains one of our
most celebrated icons, symbolising
the strength and durability of
American Tourister products.
Softside bags arise
1980's
While continuing to design high quality
hardside products, we respond to the
shift in demand for durable, softside
bags with ingeniously engineered
products.
The union with Samsonite
1990's
American Tourister is acquired by
Samsonite, marking the union of
the world’s greatest luggage brands.
Our brand continues to grow and
establishes its presence in over
100 countries worldwide.
Let the fun continue
NOWADAYS
American Tourister continues to innovate and create award-winning luggage
with world-class quality and features. Our brand identity is fun, colourful and on trend.
Over decades, American Tourister has evolved and it remains