Target rolls into luggage

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Target rolls into luggage

By Dan Ochwat - 02/06/2020

Target is on a roll with its private brands. The Minneapolis-based retailer is adding Open Story, a premium luggage and travel accessories line. The launch comes weeks after the retailer debuted All in Motion, a premium athleisure line that also included some swimwear.

Open Story features nearly 40 pieces of finely designed luggage that range in price from $19.99 to $179.99 — much lower price points than several national counterparts. Standard roller luggage, along with backpacks, garment bags and packing cubes are available under the Open Story brand, and it will hit stores Feb. 9 and Feb. 13.

The line of luggage was designed by Target’s in-house design team and seems to focus on stylish, earthy colors and durability. Some bags include extra-premium features like built-in USB ports and super-silent wheels on the rollers. The luggage also can expand out to add 20% more storage space.

Shopper insights lead the way: Target’s design and sourcing teams learned from Target shoppers that they were looking for travel bags for business travel, vacations and road trips, but also luggage for rough, extended travel plans.

More colors and products in the lean will launch in October 2020.