As a global leader in high-performance travel accessories, TUMI’s digital presence failed to reflect its ultra-premium positioning, allowing newer luxury brands to overshadow its prestige. The lack of an elite client pathway left affluent frequent travelers and corporate buyers underserved, while its digital storefront lacked the personalized, high-touch experience expected by high-net-worth clientele. To maintain its dominance, TUMI needed a luxury-first digital transformation that merged performance, exclusivity, and tailored engagement.
Flor164 executed a high-end UX/UI overhaul, elevating TUMI’s online experience with cinematic storytelling, 3D product exploration, and editorial content that positioned it as the premier choice for luxury business travelers. A VIP client portal was developed for high-net-worth buyers, offering exclusive product access, customizations, and a tiered loyalty model with elite travel perks. To further reinforce brand prestige, strategic partnerships were secured with private aviation, luxury hospitality, and executive concierge services, aligning TUMI with the ultimate jet-set lifestyle.
Luxury engagement surged 412%, with 6× growth in high-net-worth client sign-ups and a 58% increase in VIP and corporate sales. Personalized shopping experiences drove higher customer lifetime value, while strategic partnerships expanded TUMI’s influence into ultra-premium markets. The brand’s new digital identity now reflects its true status, solidifying its position as the go-to choice for elite business travelers.