Multi-brand strategy helps Samsonite to achieve better sales in the Gulf

Muscat: Samsonite, the world’s biggest luggage maker, expects its sales in the Gulf region to cross 16 per cent this year, thanks to its multi-brand strategy to serve different market segments.
The US-based luggage maker, which has Samsonite and American Tourister brands, was able to achieve 15-16 per cent sales growth in the Gulf region last year, Subrata Dutta, president Asia Pacific, Samsonite Asia Limited, told Times of Oman in an exclusive interview. “This year, it will be little higher. We have been able to grow the business consistently by 8 to 10 per cent higher than the industry growth,” added Dutta, who was on a short visit to Oman.
Khimji Ramdas is the exclusive distributor of Samsonite, American Tourister and High Sierra luggage brands in the Sultanate.
He said that the company’s multi-brand strategy (Samsonite caters for business travellers, while American Tourister caters to family travelers) helped to meet all kinds of customer requirements. Further, the company’s innovative products helped to enhance sales, which was unaffected by the slackness in oil prices in the region.
“The overall market for luggage must have slowed down. But our sales in the Gulf region were not impacted by a slump in oil prices,” he said, responding to the implications of an economic slowdown on luggage market in the Gulf region.
Also, the company has introduced new laptop bags, bagpack bags and school bags, which are essential for day-to-day life.
He said the company’s two brands put together have a market share of 40 per cent in the Gulf market, which includes unbranded products. The company gets its 7 per cent of sales revenue from the Gulf region.
Samsonite is available in four showrooms of Khimji Ramdas in Oman, while American Tourister is widely distributed in the Sultanate through a distribution network.
Dutta also noted that Samsonite has introduced a new brand called Kamiliant four months ago in Oman. “The idea is to cater to those price sensitive customers who are not buying branded luggage,” he added.
Samonite sells its products in more than 100 countries today, with an annual sales revenue of $2.7 billion.