Samsonite Extends Offer in Outdoor with Samsonite OutLab

Samsonite Extends Offer in Outdoor

World’s Leader in Travel Launches
New Outdoor Travel Bags and Collections: Samsonite OutLab


Samsonite announces a number of new collections for 2008 under the brand’s outdoor offer, combining the company’s technical know-how and flair for stylish design.

Samsonite has always been at the heart of the true adventurer; in 1910, when the company was founded, travel was for the brave and the intrepid – true explorers; and the company’s products reflected the harsh realities of travel in those days. That idea of exploration is at the heart of the latest initiative in the outdoor offer under the new moniker of Samsonite OutLab.

Samsonite OutLab combines the brand’s 97 years of heritage, unrivalled travel expertise, outdoor experience and technical know-how with an innovative and technical performance and lifestyle product offer. The new collections bring modern outdoor design, contemporary style and unrivalled functionality to life. Combining these principles, Samsonite OutLab offers five ranges for 2008:

Sloth – A highly contemporary collection of organic soft shapes, Sloth is a water and slash resistant collection using innovative construction techniques such as Superfabric® and reversibility; designed for the more extreme outdoors traveller.

X+III Series – A technically innovative collection of bags and packs for the traveller who prefers to get off the beaten track to explore nature and culture with ease.

Tartaruga – Inspired by a turtle’s protective fortress, Tartaruga provides the ultimate, flexible and ergonomic protection using Samsonite’s extremely strong, and lightweight Curv® material to cover and shield the wearer’s back and gear.

MOAB – Mobile Outdoor Active Bags. A statement collection of hybrid packs offering a rugged hard shell bottom with a lightweight functional soft top, for anyone wanting to combine a casual and sporty lifestyle.

Median – Tough and stylish, the collection is ideal for outdoor sport enthusiasts and everyday urban jungle explorers.

The Samsonite OutLab collections are available in a variety of styles to include daypacks, outdoor backpacks, laptop backpacks, duffels, wheeled duffels and messenger bags.

The Samsonite OutLab team consists of a new dedicated design and marketing team based in London (UK) and Boston (USA), headed up by Samsonite’s Creative Director Quentin Mackay. Assembled from around the world, each has years of design and outdoor travel experience. This has ensured the range understands the needs of today’s explorers and delivers unrivalled design and strength. In addition, to great design credentials, the collections have undergone Samsonite’s rigorous series of tests to ensure their quality and durability to include tumble, drop, handle, wheel, lock and zipper tests.

Samsonite Creative Director, Quentin Mackay, commented, “In the days before television, travel was a true adventure and those who undertook it were brave, well prepared, strong and tough – they were real explorers. It is these founding principles of travel that have provided Samsonite with the insight, knowledge and experience to design the ultimate outdoor travel solutions for today’s explorers – Samsonite OutLab”.

To reflect Samsonite’s commitment to developing the ultimate outdoor travel solutions, the brand is working with Fabien Cousteau, one of the world’s leading explorers. Fabien will play a key role in the development and testing of some of the OutLab collections.

Fabien Cousteau commented, “I was really inspired by the idea of working with Samsonite OutLab, applying my experience and knowledge, to help develop and design a new outdoor range. During our expeditions we encounter some of the most extreme and remote conditions on this planet. On my next expedition to the Arctic Circle I’ll travel with the Samsonite OutLab Sloth range; there’s no better real world test for man or gear.”

To support Samsonite OutLab’s 2008 collections, a wide ranging communication plan will launch. OutLab showcased during the Outdoor exhibitions in Friedrichshafen, Germany (19th – 22nd July) and Outdoor Retailer, Salt Lake City in the USA (9th – 12th August), where Samsonite OutLab is also a key sponsor. Samsonite OutLab also hosted a press reception at both exhibitions, with special guest Fabien Cousteau. A global public relations and advertising campaign across key titles will support the launch.

Through the partnership with Fabien Cousteau, Samsonite OutLab supports the Ocean Futures Society. Samsonite is also an active member of the European Outdoor Group who envisions and strives to attain a cohesive European industry, a healthier consumer and an environment where everyone can participate in outdoor sports and of the Outdoor Industry Association USA, who seeks to ensure the growth and success of the Outdoor Industry.

EDITOR’S NOTES:

Available early 2008

Further Information
Fabrice Faurie
Global Marketing Manager
Samsonite OutLab
E: fabrice.faurie@samsonite.com
Richard Brett
Global Communications Director
Samsonite
E: richard.brett@samsonite.com

Sarah Kucera
Ketchum
sarah.kucera@ketchum.com


About Samsonite
Samsonite is the worldwide leader in superior travel bags, luggage and accessories, combining notable style with the latest design technology and the utmost attention to quality and durability. Utilising top designer expertise from around the globe, Samsonite creates unparalleled products that fulfil the travel and lifestyle needs of the sophisticated traveller. For 97 years, Samsonite has continued to build upon its rich design heritage. Samsonite markets products under the Samsonite, Samsonite Black Label, Samsonite Outlab, Lambertson Truex, American Tourister, Lacoste and Timberland brands. Samsonite. Life’s a journey.

About Samsonite OutLab
Samsonite OutLab combines Samsonite’s 97 years of heritage, unrivalled travel expertise and technical know-how with an unbeatable depth of expertise from the outdoor world. Modern outdoor design, contemporary style and unrivalled functionality and technical details ensure a unique signature. Aimed at today’s everyday and professional explorer; Samsonite OutLab marries Samsonite’s heritage of equipping early explorers and adventurers, applying these values and experience with modern-day travel expertise to deliver an unrivalled choice in travel outdoor performance and lifestyle bags.