In a world filled with ever-changing trends, it is often difficult for brands to keep up, let alone maintain a sense of identity. However, Rimowa, a German luxury luggage company, has not only managed to retain its unique character but also breathed new life into its vintage appeal. This article will explore how the old-fashioned Rimowa has revived itself, embracing its rich heritage while adapting to the modern world.

The History of Rimowa

Established in 1898 by Paul Morszeck in Cologne, Germany, Rimowa has a long and distinguished history in the luggage industry. With its innovative use of lightweight and durable materials, the company has always been at the forefront of travel gear technology. In 1937, Rimowa introduced its iconic aluminum suitcase, featuring parallel grooves inspired by the golden age of aviation. This design became a symbol of luxury and sophistication, ensuring Rimowa’s place in the pantheon of high-end luggage manufacturers.

The Struggle and Decline

As the 21st century rolled in, the digital age and globalization began to take their toll on traditional businesses. Competition in the luggage market grew fiercer, with many new brands emerging and existing ones diversifying their offerings. As a result, Rimowa’s sales declined, and the company struggled to maintain its position in the market.

Embracing the Heritage and Innovating

In 2016, LVMH, the French luxury conglomerate, acquired a majority stake in Rimowa, recognizing the potential of the brand. The new leadership focused on reviving the company by blending its storied history with modern sensibilities.

1. Collaboration and Limited Editions

Rimowa has forged several key collaborations with influential brands and artists, breathing new life into its products and expanding its reach to a younger, more fashion-forward audience. Some of these significant partnerships include:

  1. Supreme: In 2018, Rimowa collaborated with the iconic streetwear brand Supreme, creating a limited-edition collection featuring the recognizable Supreme logo on Rimowa’s signature aluminum suitcases. The collaboration was a massive hit, appealing to streetwear enthusiasts and luxury consumers alike.
  2. Off-White: Rimowa partnered with Virgil Abloh’s luxury streetwear brand Off-White in 2018 to create a transparent polycarbonate suitcase. This unique design offered a fresh take on the classic Rimowa luggage, combining the brand’s innovative material use with Off-White’s modern and edgy aesthetic.
  3. Dior: In a 2019 collaboration with French luxury fashion house Dior, Rimowa released a range of suitcases and travel accessories featuring Dior’s signature Oblique pattern. The collaboration combined the craftsmanship of Rimowa with the elegance of Dior, resulting in a highly sought-after luxury travel collection.
  4. Daniel Arsham: Rimowa collaborated with contemporary artist Daniel Arsham in 2020, releasing a limited-edition suitcase featuring a unique “eroded” design. The collaboration showcased the intersection of art and travel, highlighting Rimowa’s commitment to innovation and creativity.
  5. Fendi: In a partnership with Italian luxury fashion house Fendi, Rimowa released a collection of suitcases featuring Fendi’s double F logo, leather handles, and a customizable nameplate. This collaboration fused the sophistication of Fendi with the functionality and durability of Rimowa’s aluminum suitcases.

These collaborations have been instrumental in revitalizing the Rimowa brand, demonstrating its versatility and adaptability while staying true to its heritage and signature design.

2. Customization and Personalization

To cater to the growing demand for personalized products, Rimowa introduced a customization program, allowing customers to choose various aspects of their luggage, from the color of the aluminum shell to the leather handles and interior lining. This program reinforced the company’s commitment to craftsmanship and attention to detail while adding a layer of individuality to their products.

3. Digital Transformation

The digital transformation of Rimowa has played a crucial role in the brand’s revival, helping it adapt to the modern marketplace and connect with a new generation of consumers. Several key aspects of Rimowa’s digital transformation include:

  1. Revamped Website and E-commerce: Rimowa overhauled its website, creating a visually appealing and user-friendly platform for customers to learn about its products and make purchases. By embracing e-commerce, Rimowa expanded its reach to a global audience and provided a seamless online shopping experience for its customers.
  2. Digital Marketing: Rimowa invested in digital marketing strategies to build brand awareness and showcase its offerings to a wider audience. The company utilizes social media platforms like Instagram, Facebook, and Twitter to share content about its products, collaborations, and limited editions. By engaging with consumers through social media, Rimowa creates a sense of community and loyalty around its brand.
  3. Influencer Partnerships: Rimowa has collaborated with influencers and celebrities to promote its products and create buzz around its brand. By partnering with individuals who embody the spirit of travel and luxury, Rimowa taps into their followers’ interests, further expanding its reach.
  4. Virtual Showroom and Customization: To enhance the customer experience, Rimowa has introduced virtual showrooms, allowing users to explore and interact with its products from the comfort of their homes. In addition, the company offers customization options through its website, enabling customers to personalize their luggage according to their preferences, adding a layer of individuality to their purchase experience.
  5. Customer Support and Engagement: Rimowa has made efforts to improve its customer support and engagement through digital channels. By leveraging chatbots, email, and social media, the company can address customer inquiries and concerns promptly, enhancing the overall customer experience and fostering brand loyalty.

Rimowa’s digital transformation has been a vital element of its revival, enabling the brand to stay relevant, reach new audiences, and compete in the modern marketplace. By embracing digital technology and adapting its strategies, Rimowa has ensured its continued success in the luxury luggage industry.

4. Sustainability Initiatives

Rimowa, recognizing the increasing importance of sustainability in today’s world, has undertaken several initiatives to reduce waste, promote responsible practices, and improve its environmental impact. Some of the key sustainability measures implemented by Rimowa include:

  1. Repair Program: Rimowa has long been known for the durability and longevity of its products. The company encourages customers to repair their luggage instead of discarding it, offering repair services through its retail stores and authorized service centers. By extending the life of its products, Rimowa helps reduce waste and the need for new resources.
  2. Sustainable Materials: Rimowa is continually exploring the use of eco-friendly and sustainable materials for its products. For example, the company is investigating the potential use of recycled aluminum in its signature suitcases, which could significantly reduce the environmental footprint of its manufacturing process.
  3. Responsible Packaging: Rimowa is working to reduce the environmental impact of its packaging by using FSC-certified (Forest Stewardship Council) paper and cardboard. This certification ensures that the materials used in the packaging come from responsibly managed forests, promoting sustainable practices and reducing deforestation.
  4. Energy Efficiency: Rimowa is committed to optimizing its energy consumption across its facilities, implementing energy-saving technologies and practices. The company is also exploring the use of renewable energy sources to reduce its carbon footprint further.
  5. Supply Chain Management: Rimowa aims to work with suppliers that share its commitment to sustainability and responsible practices. The company continuously evaluates its supply chain partners to ensure they adhere to high standards in terms of environmental impact, labor conditions, and overall ethical practices.

By focusing on sustainability initiatives and incorporating them into its business practices, Rimowa demonstrates its dedication to reducing its environmental impact and promoting responsible practices in the luxury luggage industry.


The revival of Rimowa is a testament to the power of embracing one’s heritage while adapting to the ever-changing demands of the market. By retaining its iconic design and craftsmanship, Rimowa has managed to stay relevant and thrive in a competitive landscape. The company’s willingness to innovate, collaborate, and integrate modern technologies has secured its place as a leading luxury luggage brand for years to come.