American Tourister, luggage, suitcases, backpacks, bags, travel accessories, Shop by Color, brand story

Brand Story

The brand today

Don’t let the youthful look fool you… American Tourister has been around for more than 85 years!

And all this time, we have been evolving… without ever losing focus on quality, innovative design and a sense of fun!

Our beginning of time

1933

In 1933, founder Sol Koffler invests his life savings into a luggage company in Providence, Rhode Island. He wants to turn his dream into reality:

Founder

A tough suitcase that could sell for a dollar.

Call for lighter luggage

1940's

Lighter luggage

Heeding the call for lighter luggage sparked by increased air travel, American Tourister introduces Hi-Taper luggage that is lighter and easier to pack.

In 1946, we launch our first national advertising campaign featuring luxurious interiors, fashionable colours and durable construction.

The pace-setter for molded luggage

1950's

We pioneer the world’s first molded luggage with innovative material –

THE TRIM AND SLIM TRI-TAPER.

Not surprisingly, the pace-setter for luggage design quickly becomes all the rage!

Pioneer luggage

Flight test approves

1960's

Flight luggage

We become the first company to ‘flight test’ our bags with flight attendants from major airlines.

Flight tested, flight approved!

Gorilla proves durability

1970's

We continue to design durable cases that could withstand even the toughest quality critic:

a gorilla!

Our brand’s “Gorilla ad” campaign is launched and would continue to run for 15 years.

Gorilla

Today, the Gorilla remains one of our most celebrated icons, symbolising the strength and durability of American Tourister products.

Softside bags arise

1980's

Piece luggage

While continuing to design high quality hardside products, we respond to the shift in demand for durable, softside bags with ingeniously engineered products.

The union with Samsonite

1990's

American Tourister is acquired by Samsonite, marking the union of the world’s greatest luggage brands.

Our brand continues to grow and establishes its presence in over 100 countries worldwide.

Samsonite logo

Let the fun continue

NOWADAYS

American Tourister continues to innovate and create award-winning luggage with world-class quality and features. Our brand identity is fun, colourful and on trend. Over decades, American Tourister has evolved and it remains

Trusted All Over The World Since 1933!

Luggage car
Brand Story

Welcome to the world of American Tourister!

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