Key facts about the brand
Foundation: The company was founded in 1933 by Sol Koffler in Providence, Rhode Island, USA.
Owner: Since 1993, the brand has belonged to the Samsonite Corporation, which allowed it to reach a global level.
Positioning: The brand is aimed at the mass market, offering products that are usually more affordable than the main Samsonite line, while maintaining high quality standards.
Target audience: Primarily young people, families with children, and travelers who value bright design and practicality.
Why the brand is famous
Innovations: American Tourister was the first company to conduct “flight tests” of its suitcases together with flight attendants of major airlines in the 1960s.
Legendary advertising: In the 1970s, the brand launched a famous advertising campaign featuring a gorilla trying to smash a suitcase in a cage to demonstrate its durability.
Vibrant style: The brand’s products stand out with bold colors and modern design. One of the most popular collections is Soundbox, which received the Red Dot Design Award.
Collaborations: The brand frequently releases limited editions, for example, with Disney and Marvel, and its global ambassador was footballer Cristiano Ronaldo.
Product range and materials
The brand offers a wide selection of products available in more than 120 countries.
Hard-shell suitcases: Made from polypropylene, ABS plastic, or polycarbonate.
Soft suitcases and bags: Often use innovative fabrics such as Recyclex (material made from recycled plastic bottles).
Accessories: Backpacks, wheeled travel bags, and business cases.