VF Corporation shows off Eastpak
Branded lifestyle apparel specialist VF Corporation is hoping to place its Eastpak urban lifestyle bag and luggage brand on travel retail shelves as successfully as it has done the same for the Kipling line over the last few years. Kipling, which started in 1987 as a high-end backpack line, now offers a broad range of lifestyle carryalls.
“It’s been two years since we’ve been working on the best business model for Kipling that we’ve found,” said Ralph Bou Nader, VF Corp.’s Head of Travel Retail Worldwide. “We covered all airports worldwide. VF Corporation has enjoyed much success with its Kipling brand and now wants to do the same with Eastpak.”
“The reason we want to enter with Eastpak is because Kipling is 95% for women,” Bou Nader said. “In terms of consumers, the travel retail business is more men. The women’s side is growing—it’s up to 40% now—but it’s still dominated by men.”
VF Corp. plans to continue developing its Kipling success in tandem with the new focus on Eastpak.