The official press release says: “TUMI is a world-famous brand with a 30-year history of creating the highest quality products, from high-tech luggage to collections of fashion bags and business accessories. The desire to constantly improve the unique design, improve functional excellence and technical innovations , made TUMI the brand chosen by the most demanding and demanding people on the planet. Casual and luggage bags, as well as stylish accessories, have long been loved by the world famous styam and representatives of the business elite. "
The brand-name boutique recently opened in Dubai, like any other TUMI boutique, be it Moscow, London, Paris or Tokyo, presents the entire range of the brand - luggage bags, business collections, casual casual bags, wallets and many other stylish and functional accessories. TUMI CEO Jerome Griffiths arrived specifically for the opening in Dubai. We talked with him about the quality of products, their differences from others, the levels of demand for TUMI in the markets of different countries of the world ...
Jerome, please tell me how the TUMI brand of "American origin" conquered the Russian market, and now it has appeared in the Middle East?
In Russia, we somehow immediately developed good relations with partners, with customers, and with the market as a whole. There is money there, people appreciate the high quality of products, everyone understands that "the avaricious pays twice." In a word, we did not have to conquer the Russian market. Russian buyers, both women and men, fell in love with TUMI immediately and unconditionally. Our plans are to further expand the network of stores in Russia, as well as in Ukraine and other CIS countries, and in India.
We provide solutions for every day - for the office, leisure, travel, and in the luxury segment, where we occupy a leading position. Therefore, the Middle East market has become an organic addition to our portfolio. Dubai is generally one of the leading tourist centers in the region, so where else to open the flagship boutique TUMI, if not here.
By the way, where does the name “Tumi” come from, and what does it mean?
Founded in 1975 by Charlie Clifford, after working for the Peace Corps in Peru, the company is named after the Peruvian ceremonial knife used for sacrifices. Initially, the company was engaged in the import of leather bags from Colombia. But already in the early 1980s, our craftsmen developed the key advantages inherent in the TUMI brand to this day: black color (a symbol of unfading classics); nylon ballistic is a modern, reliable and stylish material that allows us to produce super-light luggage bags, which has become especially relevant now, when huge fees are charged for excess baggage; U-shaped pocket, which has become the "face of the brand" and one of the most functional elements. TUMI leather business briefcases have become the most popular in the business world.
Yes, it’s a pity if such a cool bag gets lost somewhere at the airport ...
Not lost. At TUMI, we also care about the safety of all our products. Each bag or accessory is assigned a twenty-digit individual registration number. When purchasing any TUMI product, the buyer can register on the site //www.tumi.com in the Tracer System program, specially created to provide high-quality customer service. This number, together with the name of the owner and his address, is included in the TUMI database. If a lost bag is found, an individual number will help you find the owner’s coordinates in the database and return the loss.
What do you personally like about the new TUMI collection presented in the new Dubai boutique? And, by the way, did you like the boutique itself?
All TUMI products harmoniously combine the best design, technological and design ideas, leaving you the right to choose. For example, I have been using my travel bag for more than 15 years, and have never regretted it. She, by the way, and many of our other products allow me to enjoy comfort during any trip.
As for the Dubai boutique, yes, I really like it. Everything in it is made in signature red and black colors. A bright red crystal chandelier by Baccarat hangs from the ceiling. The boutique is bright, spacious and located at the very beginning of Fashion Avenue in the Dubai Mall, which is very prestigious. In general, it is very similar to all our stores around the world, the number of which, I hope, will grow steadily.
Jerome, you headed the company in 2009. Surely, you have a lot of work. What do you do during rest hours, if of course you have them?
I am passionate about motorcycles and drive my Harley Davidson with great pleasure.
In fact, I live in two houses - in England (in East Hampton) and America (in New York), so I have to travel a lot. I like to spend free time with my family. I have two adult sons, together with them we ride motorbikes and go in for sports.
Well, and goodbye, in a nutshell, what does TUMI mean to you personally?
TUMI brand was created for people who value the best among the best! I consider myself one of them. Therefore, TUMI is my brand!
Thanks, Jerome. Good luck in 2010.
