Rimowa CEO and son of LVMH head on luxury luggage brand’s revamp and why he’s not targeting millennials
- From working with labels like Fendi and Supreme, and stars including Roger Federer, Alexandre Arnault is changing the culture of the 121-year-old brand
- He says although Rimowa is already huge in China, the growth of country’s middle class and interest in travel is bringing lots of new customers
When LVMH chairman Bernard Arnault’s son Alexandre was named CEO of Rimowa in 2016 at the tender age of 25, the 121-year-old German luggage maker had a loyal following among frequent travellers, especially in China and the rest of Asia, but its slightly dusty image was in need of a refresh.
The appointment came on the heels of LVMH’s acquisition of the brand, which Alexandre Arnault himself engineered when he was working for the investment arm of his family’s holding company, focusing on technology deals with platforms such as Airbnb, Snapchat and Uber.
A long-time fan of Rimowa, Arnault travelled to Cologne in Germany, where Rimowa is based, to meet the owner. One thing led to another and within a year, Rimowa was part of LVMH.
Arnault, who is now back in his hometown of Paris, lived in Cologne for two years after the acquisition.