Luggage giant Samsonite finds big ideas
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A foundation for the future
That blend of creativity and connectivity has informed Samsonite’s Asia-focused hub, which helms product development, innovation, and sustainability for key brands in the company’s portfolio—an indication that the city-state’s influence within the company is only set to grow.
Being in Singapore catalyses innovation at Samsonite in ways few other places can. The city-state’s cultural diversity provides a constant stream of insight. Designers can observe a wide spectrum of traveler behaviors and preferences, helping the team spot emerging patterns and opportunities with greater speed. Singapore’s broader ecosystem amplifies that advantage. Samsonite works closely with the Singapore Economic Development Board (EDB) and has established partnerships that open doors to new materials, technologies, research, and creative networks.
Singapore’s role in creating universal products
Samsonite’s innovation is showcased by Paralux, a seven-piece collection that debuted in September 2025 and has quickly become a marker of the brand’s design ambitions. The line features a first-of-its-kind dual-opening system that lets travelers access their suitcases both through the traditional center split and a convenient front door—an innovation that rethinks how luggage is used in tight hotel rooms, overhead bins, and on the go. Its lightweight hardshell exterior, crafted from 50% recycled polypropylene, underscores Samsonite’s push toward more sustainable materials without compromising durability.
Award-winning suitcases and backpacks designed right in the city-state.
Singapore’s rise as a global business powerhouse has been driven not only by policy and geography but also by its belief that design can transform how companies operate. In the city-state, design is treated as a strategic tool—one that sparks innovation, elevates products, and gives brands the edge they need to stand out in crowded global markets.
Among the companies contributing to Singapore’s thriving design landscape is Samsonite, the world’s largest luggage brand. Although Samsonite’s roots in Singapore stretch back more than 25 years, its footprint has expanded significantly since establishing a brand development and sourcing hub here in 2021. The company sees immense potential across Asia—home to fast-growing economies and an expanding middle class—and Singapore sits at the region’s crossroads. Beyond its proximity to key Southeast Asian markets, where Samsonite operates multiple factories, the city-state is the hub for Samsonite’s innovation, digitalization, and sustainability capabilities.
“What I really admire about Singapore is that design isn’t treated as decoration, but it’s often seen as a tool for solving real-world problems,” says Henry Seungyun Yang, head of design, Asia Pacific and Middle East, Samsonite. “That spirit of purposeful innovation really resonates with us. It keeps us grounded in what design should be about: making people’s lives easier, smarter, and more inspiring.”
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© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
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Connect with us at info@designsingapore.org
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These advancements didn’t go unnoticed. Paralux earned two 2025 Red Dot Awards—one for sustainability design and another for overall design—cementing the collection as a milestone in Samsonite’s portfolio.
Bringing Paralux to life required an uncommon level of cross-continental collaboration, uniting designers from the U.S., Europe, and Singapore. With traveler expectations varying widely around the world, Singapore’s cultural diversity provided a crucial vantage point. It enabled the teams to develop a product that feels intuitive and relevant across multiple markets. The city-state’s multicultural population also provided real-world insights on how different people pack, sort, and move in today’s fast-paced urban centers.
“Designing this collection here in Singapore has been a huge advantage: the local environment and diverse culture have contributed a lot to the design process,” says Yang. “We launched this product globally and have received amazing feedback so far. Singapore’s diversity reminds us that there’s no single ‘Asian consumer.’ That awareness makes our designs more inclusive and relevant.”
“What I love is how open the design community is here,” says Yang. “You might be speaking with someone from fashion one day and a tech startup the next—there’s constant cross-pollination that pushes us to think differently.”
This environment is central to Samsonite’s brand development and sourcing hub in Singapore, where design, product development, sourcing, and marketing teams sit under one roof. The hub shapes how the brand shows up across Asia Pacific and the Middle East—from campaign direction and content creation to collaborations that keep the brand relevant.
Singapore also anchors key sourcing and material innovation efforts. By tapping into the country’s strong research and development landscape, including collaborations with A*STAR, Samsonite is advancing next-generation materials and sustainable manufacturing approaches that help future-proof its global product strategy.
These advancements didn’t go unnoticed. Paralux earned two 2025 Red Dot Awards—one for sustainability design and another for overall design—cementing the collection as a milestone in Samsonite’s portfolio.
Bringing Paralux to life required an uncommon level of cross-continental collaboration, uniting designers from the U.S., Europe, and Singapore. With traveler expectations varying widely around the world, Singapore’s cultural diversity provided a crucial vantage point. It enabled the teams to develop a product that feels intuitive and relevant across multiple markets. The city-state’s multicultural population also provided real-world insights on how different people pack, sort, and move in today’s fast-paced urban centers.
“Designing this collection here in Singapore has been a huge advantage: the local environment and diverse culture have contributed a lot to the design process,” says Yang. “We launched this product globally and have received amazing feedback so far. Singapore’s diversity reminds us that there’s no single ‘Asian consumer. That awareness makes our designs more inclusive and relevant.”