Tumi’s ‘Colorization’: The Bright Way

This fall, the luggage company will launch a program that allows clients to custom-color a variety of merchandise.

Luggage by Tumi.

Tired of wheeling those regulation black and chrome suitcases around airports, your own indistinguishable from the next? Tumi apparently is, too.

This story first appeared in the April 26, 2010 issue of WWD.  Subscribe Today.

This fall, the luggage company will launch Colorization, a program that allows clients to custom-color a variety of merchandise, all the better to pick their carryalls out from the rest of the crowd. There will be six choices of hue — blue, green, brown, magenta, red and silver — and six components available for coloring, including luggage tags, bag hooks, bag guards, zipper pulls, leather patches and zippered pouches. “The color program lets [the customer] have fun with their luggage, as well as create their own look and more easily distinguish their luggage from others,” explained Alan Krantzler, Tumi’s senior vice president, brand management. “It is also a great way for members of the same family to easily identify which piece of luggage is their own.”

The service is applicable to a range of pieces within the company’s Alpha luggage collection, and the cost of each colorization will be $50 (added bonus: The service works for previously purchased Alpha bags, as well). Each component will be applied to Tumi bags in the company’s stores; the service will be available in all 60 U.S. stores, 11 international retailers and online at the company’s Web site. Start pulling those old stickers off the overnighter now.