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Monos is gradually elevating its positioning as it develops new innovations and works with more advanced materials. Luggage label Béis was founded by actor Shay Mitchell in 2018. Unlike many leading luggage brands, it focused more readily on women’s style than men’s business travel. It’s also positioned at the lower end of the premium scale, with suitcases retailing for around $400. “Shay saw this tremendous market opportunity of bringing some fashion function and accessibility to a category that was highly utilitarian at the time,” says Béis CEO Adeela Hussain Johnson. “Before, luggage appealed to a business-focused consumer. She thought, why compromise on fashion in order to get function?”Official Snoopy And Woodstock Im Not Old I Woke Up I Lifted My Arms I Moved My Knees I Twisted My Neck Shirt
Béis is focusing on problem-solving, which resonates with consumers today, says Nordstrom’s Hartley-Triesch. For example, its cases have cushioned handles, so it doesn’t hurt when pulling a heavy load; there’s an in-built weighing scale on some models, to avoid being overweight at bag drop; and a pocket for your wet swimsuit if you take “one last swim”. It’s about solving real problems rather than fancy gimmicks, Hussain Johnson flags. “I don’t need a Swiss pocket for a Swiss army knife, we need smart functions and features that are affordable.” Béis launched a collaboration with Rare Beauty this month, as it diversifies its luggage offering to provide solutions for daily life on the go. It can also be about subtle details, says Monos’s Tam. Monos has created roller handles at 45 degrees to reduce rickety movement and has added bearings inside its wheels so they roll better on carpet. But it’s also introduced aesthetic finishes to set itself apart. “To line our aluminium suitcase, for example, we built a quilted finish on one side that almost mimics the interior of a Rolls-Royce,” Tam says. “It’s these delightful details on top of function that really elevate the experience.” These touches and solutions are crucial to cut through at the $400 price point. “It’s a very interesting time in the luggage space right now. And I’m sure if you’re speaking to others in the industry, you’re hearing the kind of volatility that this category is going through,” Hussain Johnson says. “After the Covid boom in luggage, so many brands entered the market, and it became a little saturated. But I think what you are seeing from consumers, and rightfully so, is a demand to have that function. They don’t want to compromise, and they want more and more features that address their changing needs.”
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