Its elegant, understated designs have been seen on the arms of United States President Barack Obama and actor Tom Cruise.

But now Tumi, the high-end American luggage company best known for its macho black nylon bullet- proof suitcases and laptop carriers, is targeting new travel mates.

The brand, established in 1975, is reaching out to style-conscious urban men and women with offerings such as day bags in snazzy designs and colours.

Tumi’s cases cost as much as $2,260 each and have long attracted a niche following of mostly maleexecutives aged 35 to 50 who value functionality.

Women, on the other hand, make up just 30 per cent of customers.

To change things, the brand introduced a women’s line in 2006 that boasts more colours, rounder silhouettes and more decorative details like prints.

Shades this season include bright orange and ecru.

More colours have also been worked into the unisex Townhouse and Alpha lines.

This is quite a change when you consider classic black has always been the core colour from day one.

Incidentally, the shade remains the most popular, making up 60 per cent of Alpha sales, while brown and red make up the rest.

Tumi international senior vice-president Eric Gusman, 52, who was in town for the opening of a new branch at Raffles City last month, said: “When it comes to men, we focus on things like resistance and durability, whereas for women, we appeal to a more emotional side and focus more on aesthetics.

“Together with the Townhouse collection, we hope to draw the Prada or Gucci kind of customers who are fashion forward and sophisticated.”

The Townhouse collection, made of leather and Tumi’s special nylon, is its premium line. Prices range from $370 to $2,260, at least double that of the Alpha collection where prices start from $180.

The drive towards being more design-focused is part of an image overhaul most evident two years ago, about the same time the brand sped up the development of its day bags.

Gusman said: “The only place you’ll usually ever see luggage is at the airports, which isn’t exactly great for brand visibility.
We thus saw a need to become a brand that also focuses on lifestyle and accessories rather than purely a luggage brand.”

The shift is all the more crucial at a time when the recession is taking its toll on the travel industry.

While Tumi brand saw an 18 per cent growth in sales in the first half of 2008, it ended the year flat.

Said Gusman: “Of course we have been affected (by the recession). We have always depended heavily on the financial guys, who have been the hardest hit.”

We ask the good-natured Frenchman how Tumi will handle this financial storm.

Is there a need for gender-specific luggage?

Women are higher spenders in the accessories business, so it is important to cater to their needs. They prefer sleeker shapes and more colour.

Their bags are more lightweight and have more compartments.

How has the significance of luggage to your business changed over the years?

The contribution of sales from luggage has dropped from 85 per cent to 50 per cent over the past eight years.

Business cases, day bags and small accessories, meanwhile, contribute 20, 15 and 5 per cent respectively. The women’s line makes up the rest of the sales. It is all part of becoming a more lifestyle brand.

The likes of day bags have also proven to be a fast-growing market segment.

How do you justify paying so much for one of your bags during such times?

We are committed to design excellence and quality. The investment is significant but it is value for money. A Tumi can last forever.

Tumi is also known for innovative engineering. How do you keep your finger on the pulse of things?
 
We observe the industry very closely. We find out what sort of electronic appliances our customers use most and tweak our products accordingly to fit them.

For example, when laptops gained popularity in the 1990s, we incorporated a protective element into our briefcases.

We also interview our customers on a regular basis.

What are some upcoming innovations?

Despite the recession, we will continue to invest massively in product development. Come year end, we will launch a collection made from polycarbonate, which is extremely light.

What is your top packing tip?

Always carry a foldable tote. At Tumi, we call it a Just-In-Case tote – essentially a super-light envelope bag that can store essentials and be stacked on top of your rolling case. It is very convenient.

Talking about essentials, pack double. You don’t want to be caught in a situation where your luggage is delayed and you have nothing on you.