Target Launches Its Own Luggage Brand

Target Launches Its Own Luggage Brand

Companies like Away and Calpak are about to receive some stiff competition. Target announced today that it is unveiling its own luggage brand. The collection, called Open Story, will provide high-quality luggage at a cheaper price point. From checked luggage to carry-ons, backpacks, duffels, and more, prices are set to begin at $19.99 USD.

Open Story rolling luggage (Photo Courtesy of Target)

Features of the new brand include built-in USB ports, silent rolling wheels, and expandability. The collection comes in crisp, muted pastels and earth tones, allowing the pieces to seem both elegant and casual.

One of the main goals of the brand is that Target is looking to compete with premium luggage companies. These products might be at Target prices, but they’re designed with durability and style in mind.

According to Julie Guggemos, Target’s Cheif Design Officer, “Open Story truly represents the magic of Tar-zhay and the power of our owned brands, and we hope all of our guests will love using these items during the busy spring travel season and for years to come.”

Target says that since Open Story is an in-house brand, they’re able to provide the products for around 25-30% lower prices than other comparable luggage brands.

Open Story will be available in stores starting February 9th, and will go online February 13th. 


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