Airport chic is truly making a mark in the fashion and travel world. Influencers are constantly sharing their departure lounge-wear on social media, and brands are vying for that coveted air space. Hong Kong tech accessories company Casetify has managed to carve out a rare niche with its coordinated suitcases.

From Broken Luggage to a New Venture

Casetify co-founder and CEO Wes Ng had a memorable experience at a baggage carousel in Tokyo when his luggage broke after a decade of protecting phones with their cases. This led him to realize that they could bring their drop-proof technology and stylish design to the luggage sector. Sharing his frustration with the design team, the company decided to take the plunge and launch its made-to-last luggage in bold colors with two bespoke fonts. The campaign was fronted by stylist and writer Michelle Li.

Targeting a Growing Market

With a market valued at $81.5 billion in 2023 and predicted to grow at a CAGR of 7.7% from 2024 to 2033, Casetify is looking to tap into this lucrative market. The recent return of China to travel post-COVID, especially among the younger generation, along with the surge in demand for customization, bespoke experiences, and the charms and maximalism craze, makes this a timely opportunity.

Personalization at Casetify Studio

Across Casetify's 50 retail shops, the Casetify Studio offers a visual retail service where shoppers can customize their accessories on the spot. This personalization is now being rolled out in a new store in Seoul, South Korea, which opened last month. The store is designed by Crosby Studios and spans 5 immersive floors, cementing Casetify's shift into the fashion and lifestyle space.

The Seoul Flagship Store

The new 5-story Casetify flagship store in Seoul is a sight to behold. Designed by Crosby Studios, it features a curated selection of tech accessories like earbud cases and laptop sleeves on the second floor. There's also a dedicated space for travel and lifestyle products. The third floor offers a complete customization experience with exclusive fonts, charm keychains, and a dedicated printing room. Visitors can enjoy a cafe with a unique Dosan menu and cakes decorated with edible, customizable designs inspired by charm keychains.

Collaborations and Expansions

Ng recalls their early Instagram roots where people expressed themselves through their designs. Now, they've collaborated with a diverse range of brands like Thom Browne. The leather iPhone case with the avant-garde Browne might be sold out, but they still offer limited mirror cases and chargers with forward-thinking Korean labels like Matin Kim. In October, they partnered with independent Chinese fashion designer Caroline Hu, and her mini capsule on the runway featured a floral phone case and an oversized bow mobile phone grip stand. In November, they launched a new collection with Korean fashion label Mardi Mercredi as part of their Co-Lab program, featuring accessories with Mardi Mercredi's signature flower graphics and a new dachshund design.The luggage is available online in the US and Korean regions and exclusively in-store at the new Dosan Flagship. Ng is focused on expanding the Travel category into 2025, fueled by the same excitement they had when they first designed for Vetements. Casetify continues to make waves in the fashion and travel industry, offering unique products and experiences.