| Rimowa | |
| Type: | GmbH |
| Founder: | Paul Morszeck |
| Key People: | Hugues Bonnet-Masimbert, CEO |
| Industry: | Travel |
| Logo Alt: | Rimowa logo |
| Location City: | Cologne |
| Location Country: | Germany |
| Area Served: | Worldwide |
Rimowa GmbH (pronounced as /de/), often stylized as RIMOWA, is a luxury luggage manufacturer. The company was founded in 1898, in Cologne, Germany.
Rimowa suitcases are widely known for their parallel aluminium grooves, which have become characteristic of the brand.[1] The company's headquarters and production have been located in Cologne for 120 years.
In October 2016, LVMH purchased an 80% stake in Rimowa,[2] which became the group's first German company.[3] From 2017 to 2021, the company was managed by Alexandre Arnault.[4] Hugues Bonnet-Masimbert took over as CEO in 2021.[5]
In 1898, Paul Morszeck and Heinrich Görtz founded the company under the name Görtz & Morszeck. By 1900, Paul Morszeck remained as the sole director of the company. In 1931, his son, Richard Morszeck, became involved in the company and registered the trademark Rimowa at the Reich Patent Office in Berlin. "Rimowa" is an acronym for Richard Morszeck Warenzeichen (with Warenzeichen meaning trademark).
In the 1930s, a fire in their factory burned most of their materials,[6] leaving only aluminum. As a result, the company used metal for cases. In 2000, the company introduced polycarbonate in box construction.
In October 2016, Rimowa joined the LVMH Group and became its first German subsidiary, with Alexandre Arnault becoming CEO of the company.[7] LVMH acquired an 80% stake for 640 million euros.[8] Chief Brand Officer Hector Muelas and London branding design studio Commission created a new visual identity.[9] In January 2021, Hugues Bonnet-Masimbert became CEO, coinciding with the launch of the brand's first line of backpacks and travel bags.[10]
Rimowa produces its products in its own factories in Germany, Czech Republic, and Canada. In 2013, 5,800 cases were produced daily.
Rimowa suitcases currently in production include the following features:
Rimowa has established several partnerships with well-known German brands, such as Lufthansa since 1998[15] for the brand's centenary, or with Porsche since 1999.[16] As part of the partnership with Porsche, Rimowa regularly produces special series of its suitcases with specific colours or designs. Nevertheless, since 2017, Rimowa has made major changes in its strategy,[17] moving from a product placement strategy to a strategy of close collaborations and long-term partnerships such as Fendi,[18] Monocle, Moncler,[19] Supreme,[20] Off-White,[21] Daniel Arsham,[22] Anti Social Social Club,[23] and the artist Alex Israel.[24]
In 2018, New York skateboarding brand Supreme and Rimowa teamed up to create custom versions of the Original suitcase emblazoned with the Supreme logo. Made exclusively for Supreme, the limited-edition suitcase were available in Red and Black.[25] In 2019, a second product drop was released, this time featuring Supreme's spider web design anodized into the aluminium surface of the Rimowa Original cases. Available in Cabin Plus and Check-In L sizes, the collaboration included a co-branded black leather luggage tag, custom lining, and matching drawstring shoe bag featuring the Supreme logo.[26]
In 2018, Rimowa collaborated with streetwear label Off-White and its founder Virgil Abloh, also acting as Artistic Director of Louis Vuitton menswear. The capsule collection included a completely transparent Polycarbonate suitcase based on the Essential, titled "See Through", and an all-black Original case labelled with the words "Personal Belongings" in Off-White's signature block lettering and branded luggage belt. Due to its transparent design the "See Through" case forgoes interior lining and instead includes the Flex Divider system in black in addition to customised bags and an extra wheel set included in the product release.[27]
In 2019, Rimowa partnered with luxury fashion house Dior, and its Artistic Director of menswear Kim Jones, to develop a joint capsule collection of exclusive luggage items. The collection includes custom versions of the Rimowa Original Cabin and Original Trunk suitcases featuring the Dior Oblique design, a signature motif of the iconic house dating back to 1967. Also included in the collection was a revival of an archive piece - the Rimowa and Dior Hand Case modelled on the Rimowa "Piccolo" case of the 1990s - along with an all-new design called the Rimowa Personal offering a portable size and cross-body strap.[28] Another highlight of the collection was the Dior and Rimowa Champagne case. The capsule collected debuted on the runway of the Dior's Men's Summer 2020 fashion show in Paris.[29]
In 2019, contemporary artist Daniel Arsham and Rimowa collaborated on a special-edition art project. Drawing inspiration from the Rimowa brand archives in Cologne, Germany. Arsham created a numbered "eroded suitcase" series based on a vintage Rimowa Attaché briefcase. Similar to Arsham's "Future Relic" series (2013–2018) where he imagines a variety everyday objects as archaeological discoveries from a future, dystopian world.[30] In May 2019, the number 008/500 of this special edition was sold for US$14,000 at auction house Sotheby's in New York city.[31] Arsham has continued to work with Rimowa, releasing in September 2022 two 500 piece limited editions of pilots cases in silver or black containing eroded turntables.[32]
For the ‘Never Still’ global brand campaign, Rimowa enlisted a series ambassadors to promote their new brand identity.Ambassadors featured in the ‘Never Still’ brand campaign include:
| Year | Country | Awards | Category | Ranking | Product | |
|---|---|---|---|---|---|---|
| 2010 | USA | Travel + Leisure[44] | Best Luggage | 1st place | Salsa Deluxe | |
| 2014 | Germany | Red Dot Award[45] | Online (Homepage) | 1st place | Rimowa | |
| 2015 | Germany | Welt (Munich Strategy Group)[46] | Top 100 Small- and medium-sized companies | 1st place | Rimowa | |
| 2015 | Global | Future Travel Experience[47] | Best Baggage Initiative | 1st place | Rimowa & Lufthansa for Rimowa Electronic Tag | |
| 2016 | Germany | Innovations-Champions 2016 | Munich Strategy Group | 1st place | Rimowa | |
| 2016 | Germany | Digital Pioneer 2016[48] | Digital Pioneer | 1st place | Rimowa Electronic Tag | |
| 2017 | Germany | Art Directors Club[49] | Digitale Medien Craft > Innovative Technologie | 1st place | Rimowa Electronic Tag | |
| 2017 | USA | Surface Travel Awards[50] | Luggage high-end | 1st place | Rimowa Electronic Tag | |
| 2017 | Germany | Art Directors Club | Digitale Medien > Usage innovant des réseaux sociaux | 2nd place | Rimowa Electronic Tag | |
| 2017 | France | Cannes Lions[51] | Mobile A Technology A07 Connected Devices | 2nd place | Rimowa Electronic Tag | |
| 2017 | USA | CLIO Awards[52] | Digital / Mobile Other | 2nd place | Rimowa Electronic Tag | |
| 2017 | Germany | Deutscher Digital Award[53] | 9.2 Transformation Digitale - Innovation | 2nd place | Rimowa Electronic Tag | |
| 2017 | UK | London International Awards | THE NEW Product Innovation | Shortlist | Rimowa Electronic Tag | |
| 2019 | USA | Fast Company Awards [54] | 50 Most Innovative Companies | Shortlist | Rimowa Product Range | |
| 2019 | USA | Fast Company Awards [55] | The 9 most timeless designs of the past 25 years | Shortlist | Rimowa Original Cabin silver suitcase | |
| 2019 | USA | Surface Magazine [56] | The Best New Luggage of The Year | 1st place | Rimowa x Alex Israel suitcase |