EXCLUSIVE: Rimowa Introduces Millennial-Friendly Colored Cases

PARIS — Having collaborated with brands including Fendi, Supreme and Off-White on high-profile limited-edition models, German luggage-maker Rimowa has focused its efforts in-house for its first collection of colored suitcases since the introduction of its new visual identity last year.
One year in the making, the polycarbonate cases in four Millennial-friendly hues are scheduled to launch on Wednesday at Japanese department store Isetan in Tokyo, before a worldwide rollout on June 6 in Rimowa flagships, department store corners and online.
It’s the latest step in the reinvention of the 120-year-old company under chief executive officer Alexandre Arnault, who engineered its acquisition in 2017 by LVMH Moët Hennessy Louis Vuitton. Having drastically cut back its wholesale network and revamped brand communications, Arnault turned to the product itself.
“The first couple of years of what we did really was focusing on collaborations. That was a way for us to bring excitement to buying a suitcase,” he told WWD in an interview at the brand’s new offices at the LVMH headquarters in Paris, where visitors are greeted by a Supreme-branded pinball machine.
“This is the first time in a while where we’ve actually innovated on our own core product. We’re not collaborating with anyone. We’re not having

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