Tumi is getting serious about outerwear.
This story first appeared in the October 14, 2013 issue of WWD. Subscribe Today.
The premium brand, best known for its travel, business and lifestyle accessories, has signed a licensing deal with David Peyser Sportswear Inc. to design, develop and distribute Tumi outerwear for men and women.
David Peyser, parent company of Weatherproof, Junior Gallery and MV Sport, has hired Scott Branscum as president to lead the creative direction of the collection. Branscum, a 20-year veteran, most recently developed and launched the Massif brand, a men’s brand that combined modern fashion with innovative technology. He has also served as president and chief executive officer of SB Premier Brands, a division of Schottenstein-Bernstein, launched an outerwear division for Perry Ellis International and has also held senior positions at Eddie Bauer and Cutter & Buck.
Branscum said his plan for the collection, which will launch for fall 2014, will be to “combine creative design with technical, modern features.” He said the line will include a variety of weights and will be “tiered to weekend, everyday and fashion.” It will be targeted to major department and better specialty stores. Retail price points will range from $295 to $695.
Alan Krantzler, senior vice president of brand management for Tumi, said David Peyser’s management team comprises “savvy marketers. They know how to get people’s attention.” He also likes the idea that the outerwear will have a fashion aesthetic blended with performance attributes, which he said is a hallmark of the Tumi brand.
Tumi will open a 6,000-square-foot showroom to showcase the outerwear at 463 Seventh Avenue. It is scheduled to open by the end of the year, when the first pieces from the collection will be launched. Inspired by the company’s new flagship design, the showroom will be minimalist and sophisticated, according to Tumi.
Tumi, which is known for its black-on-black ballistic nylon, is carried in more than 200 stores in more than 75 countries around the world.