We’ve long been fans of Tumi’s iconic luggage, but you pay handsomely for the privilege of owning it. Now, several of the company’s top brass have gone rogue to launch their own affordable premium luggage brand. The result is ROAM the most customizable luggage on the market.
There’s a lot to like about the new ROAM luggage line. First and foremost is the absurd level of customization. Customers visit the ROAM website and personalize their suitcase from scratch. Almost every detail of ROAM’s bags can be chosen, from the outer shell colors, wheel caps, stitching, zipper, and zipper pulls to the binding, carry-handle, monogram patch, and telescoping handle rods. Plus, every customization is built into the price.
All told, there are more than one million possible color combinations, so the bag you create is likely to be the only one of its kind at the baggage carousel. Opt for a sleek, James Bond-inspired, all-silver design or go with a purple and yellow mismatch to bring out your inner Punky Brewster. Hurray for never mixing up your boring black-on-black-on-black carry-on with someone else’s again!
As with mattresses, the price tag for store-bought luggage often includes exorbitant markups for retailers. The trick, then, is delivering a direct-to-consumer product. Like Casper and Tuft & Needle did for mattresses, ROAM is doing for luggage. From building your bag online to shipment of your personalized ROAM bag, the entire process takes just three business days.
While the build process is insanely fast, the company promises they’re not sacrificing durability. The bags’ shells are crafted from U.S.-made virgin polycarbonate. They roll on ultra-smooth wheels with ball bearings under the control of a molded, ergonomic, telescoping handle. Other details include water-resistant zippers (lest your goods get drenched in a rainstorm while waiting on the tarmac); a built-in, TSA-approved combination lock; and a personalized leather patch with an engraved ID card.
While this all sounds like a good marketing pitch, we’re inclined to believe it based on the brains behind the operation. Charlie Clifford, founder and longtime CEO of Tumi, and Larry Lein, former executive vice [resident and architect of Tumi’s brand strategy, are the duo behind the all-new brand. Together with a handful of others, their team has more than 100 years of experience in the industry, so they know a thing or two about manufacturing solid luggage.
ROAM luggage goes on sale Wednesday, May 2 with traditional carry-on rollaboards starting at USD $350. Additional sizes include a wide-body carry-on, a medium check-in, and a large check-in.
