SINGAPORE. Samsonite, in partnership with Nuance-Watson Singapore, has opened its first Samsonite Business store in Asia Pacific at Changi Airport.
Located at a prime spot in Terminal 3’s Departure Transit Hall North Lounge, the new business concept store is in line with a global strategy that aims to reinforce Samsonite’s position as one of the world’s leading travel and travel accessory brands.
The Samsonite Business store concept is designed to complement the Samsonite Classic stores which have opened in the world’s key fashion capitals. The new Samsonite Business store incorporates a striking black-white combination and the use of glass, while retaining the same distinctive shapes.
The façade of the store, with its wide open pathways, aims to convey lightness, openness and movement – a theme that runs throughout the store. Bold travel imagery flanked by the latest collections ensure that the brand’s philosophy, “˜Life’s a Journey’, comes alive.
 |
The new Samsonite Business store in Changi T3 incorporates a striking black-white combination and the use of glass |
 |  |
Bold travel imagery flanked by the latest collections ensure that the brand’s philosophy, “˜Life’s a Journey’, comes alive | |
Speaking at the store’s official opening last week, Samsonite Vice President – South East Asia Frantz Braha said: “As we celebrate the opening of our first Business store in Asia Pacific today, we mark another milestone in the history of an innovative brand that has been providing unique solutions for the sophisticated traveller for over a century.
“The strategic location of a business boutique within one of the world’s busiest and most prestigious airports reinstates Samsonite’s position as the ultimate travel companion for globetrotting executives. With an increase in business travel, professionals now rely on versatile, yet dependable travel accessories to meet their needs while on the move. With Samsonite’s full business collection available at our new store, business executives will be able to find the perfect Samsonite product to suit their business needs,” Braha added.
The Samsonite Business store marks the brand’s third partnership with Nuance-Watson Singapore. Two other Samsonite Classic stores are located in Terminal 2 (airside) and Terminal 3 (landside).
 |
Samsonite Vice President – South East Asia Frantz (middle), together with Samsonite Communications Head – SEA Loretta Urquhart (third from left) and Samsonite Director – Marketing SEA Satish Peerubandi (back), pose for a photo opportunity with Nuance-Watson Singapore Managing Director Ken Tse (fourth from left) and representatives of Changi Airport Group, including Changi Airport Group Head (Airside Planning & Leasing) Chandra Mahtani (in green) |
 |
“The strategic location of a business boutique within one of the world’s busiest and most prestigious airports reinstates Samsonite’s position as the ultimate travel companion for globetrotting executives,” says Frantz Braha |
Nuance-Watson Singapore Managing Director Ken Tse commented: “We are delighted to be instrumental in the opening of Samsonite’s third store which showcases the brand’s new retail concept. The synergy between Samsonite and Nuance-Watson Singapore allows us to deliver the best retail options to visitors.
“Samsonite’s internationally renowned reputation of offering enduring style and ultimate strength in all its products complements Changi Airport’s very own premium positioning. With strong sales results since the store’s opening in January 2011, we are confident of achieving continued success ahead,” Tse noted.
 |  |
 |
Guests invited to the store opening were treated to a fashion show featuring the latest Samsonite collection |
Guests invited to the opening – such as representatives from Changi Airport Group, local celebrities and press including The Moodie Report – were treated to a fashion show featuring the latest Samsonite collection. The store will offer the full range of Samsonite’s premium business lines, including:
Cotan: Japanese for “˜simple but sophisticated’, the unisex Cotan series of lightweight and sturdy business models are styled with a business focus.
Savio Leather: A well-crafted leather collection designed to add a touch of class to smart business outfits.
Executive Leather: The company calls it “a reliable travel companion for the business professional who wants to arrive in style, yet fully equipped to do business”.
Pro-DLX 3: Combines sleek design and fine detailing with the latest design technology.
Prof-Line DLX: For those who need just enough space for short haul business travel. The 1680 nylon exterior makes this collection extremely tough and water resistant.
Camera bags: Functional and stylish camera bags for photography enthusiasts.
Red Collection: Specially tailored for Generation Y, this vibrant and casual collection embodies Samonite’s trademark qualities – functionality, durability and attention to detail – but with a fun and fresh twist.
 |  |  |
| Nuance-Watson Singapore has already reported strong sales results since the store’s opening in January 2011 | ||
Samsonite recently celebrated its 100th year in 2010 and, going forward, its CEO Tim Parker and Asia Pacific President Dr Ramesh Tainwala are dedicated to achieving the company’s goal: to elevate creative direction by introducing a full range of products, complemented by creative marketing communication campaigns and the setting up of new retail store concepts globally.
Braha concluded: “Samsonite is reconnecting with consumers on an emotional level by engaging their senses through our products and retail environments. This will be conveyed through our new Samsonite Business store and our versatile products.”
Since the opening of its first outlet at Shaw in the early 1980’s, Samsonite is now present is all major department stores, as well as ten other standalone Samsonite Classic stores all over Singapore.
