RIMOWA

BRAND AND FASHION DESIGNER , R

RIMOWA: GERMAN COMPANY FOUNDED IN 1898, SPECIALIZED IN LUGGAGE

The Rimowa company was founded in 1898 in Cologne by Paul Morszeck. The first product placed on the market is Koffermanufaktur, a durable wooden suitcase with a light structure.

Rimowa historical advertisement, early 1900s

SUCCESS OF ALUMINUM SUITCASES

In 1937, Paul Morszeck’s son, Richard Morszeck Warenzeichen, took over the reins of the company and the name of the brand. Since then, Rimowa was born from the abbreviation of his name. He created the first aluminum suitcase. The idea was born following a fire in the company factory in which most of the products were destroyed except for aluminum ones. From that moment on, aluminum became the main material of Rimowa’s production.

In 1950 the first aluminum luggage with grooves inspired by aviation was born. It soon became an iconic motif of the brand and a symbol of the international jet-set. The particular design of the suitcases is inspired by the legendary JUNKERS F13 airplane of 1919, the first all-metal passenger plane in the world.

THE GLOBAL EXPANSION

Now in its third generation with Dieter Morszeck, the company is opening up to the global market. Thanks to its focus on cutting-edge technology, uncompromising quality and timeless design, Rimowa suitcases became the favorites of sophisticated customers traveling around the world.

NEW TECHNOLOGIES

In 1976 the brand continued to invest in research to create technologically sophisticated products. Tropicana was launched on the market, the first totally waterproof suitcase designed to protect the professional equipment of film crews, photographers and journalists from tropical humidity or polar cold. Likewise, in 2000 the first Rimowa luggage in polycarbonate arrived, a resistant and very light material that guarantees durability and manageability.

Tropicana suitcase

In 2001 Rimowa perfected the patented Multiwheel system (multi-wheel) so that all models had 4 wheels that could be rotated perfectly 360°. Ten years later, the brand continued to experiment with materials and colours. In fact, in 2011 Salsa Air was born, the lightest suitcase.

THE ACQUISITION BY LVMH

In 2016, the French group LVMH acquired 80% of Rimowa for 716 milion dollars. In June of the same year, the minority shareholder who held the remaining 20% sold the stake to LVMH, therefore the group took full possession of it. At the time of the acquisition, the company’s turnover amounted to $ 400 million and was in double-digit growth. Alexandre Arnault, son of Bernard Arnault, was named CEO.

THE BRAND’S COLLABORATIONS AND NEW IMAGE

Rimowa’s portfolio expanded with accessories and small leather goods and the customization service was activated. In 2018 the brand rethought its image. The logo was changed for a more contemporary look; the lettering became more simple and a new monogram inspired by the year of foundation and the Cologne Cathedral was introduced.

Advertising campaigns with well-known celebrities such as Lebron James, Roger Federer, Patti Smith and Rihanna are part of the brand’s renewal and repositioning.

Rimowa campaign Rihanna

Moreover, the brand collaborated with several cult brands. The strategy, undertaken in 2008, proved to be successful in expanding the audience and emphasizing the dynamic and youthful image of the brand. The most important collaborations were with Supreme, Dior, Off-White, Porsche, Fendi, A Bathing Ape and Moncler.

BRAND AND FASHION DESIGNER , R