Exclusive: Unlocking the success of American Tourister with Ambert Khoo

Travel in style


By Buro Malaysia

Interview: Natalie Khoo | Edited by: Adrianna Haris | Featured Images: Ambert Khoo
Exclusive: Unlocking the success of American Tourister with Ambert Khoo

American Tourister, a renowned luggage brand of more than 85 years, has evolved without losing focus on quality, innovation and a sense of youthful fun in the ever-changing travel industry. Ahead, we speak to Ambert Khoo, the General Manager of Samsonite Malaysia, to uncover what has contributed to the brand’s enduring success and popularity. From its vibrant and functional designs to its strategic marketing approaches, it’s clear that this brand is more than just about carrying your belongings—it’s about elevating your travel experience. So, buckle up and join us as we explore what makes American Tourister the ultimate travel companion!


American Tourister has been around for over a century now. How has the brand managed to stay relevant through the years?

“American Tourister has stayed relevant through the years by consistently creating vibrant travel solutions to meet evolving customer needs and preferences. The brand’s focus on durability, functionality, and stylish designs has resonated with travellers of all generations. Additionally, American Tourister’s strategic marketing efforts and collaborations with influencers and celebrities have helped maintain its visibility and appeal in the market. Overall, the brand’s ability to adapt to changing trends while staying true to its core values has contributed to its longevity and relevance in the travel industry.”



What design elements set American Tourister apart as statement luggage? 

“Through its vibrant and eye-catching designs, durable materials, functional features, and travel solutions that cater to modern travellers’ needs and preferences.”



Design aside, what other key features make American Tourister stand out as a leading luggage brand?

“Firstly, the brand is known for its durability, using high-quality materials that withstand the rigours of travel. Secondly, American Tourister offers a range of sizes and styles to suit different travel needs, from carry-ons to larger suitcases. Thirdly, the brand prioritises functionality with features like spacious compartments, smooth-rolling wheels, ergonomic handles, and TSA-approved locks for security. Additionally, American Tourister provides value for money with affordable pricing without compromising on quality, making it a preferred choice for travellers worldwide.”


With travel being on everyone’s minds now, how does American Tourister aim to stay ahead as a travel companion?

“American Tourister aims to stay ahead as a travel companion by continuously developing its products to meet the evolving needs of travellers. The brand also focuses on lightweight designs without compromising on durability, making it easier for travellers to navigate airports and transport their belongings comfortably. Additionally, American Tourister maintains a strong online presence and engages with customers through social media, promotions, and partnerships to stay connected and relevant in the ever-changing travel landscape.”



The brand recently celebrated its first standalone store opening in Sunway Velocity. What was the reason behind this retail move?

“Primarily, it aims to elevate the brand’s visibility and establish a dedicated store where customers can fully engage with its diverse product range. By offering a physical retail space, we seek to provide an immersive shopping experience for consumers, with tailored assistance from knowledgeable sales advisors, and capitalise on exclusive in-store promotions. This store also serves as a model for potential franchise opportunities, showcasing our commitment to expanding our retail presence and fostering deeper customer connections.”


What are your favourite products from American Tourister’s extensive range?

“One of my favourite products from American Tourister’s extensive range is the Rollio collection. This collection stands out with its edgy designs and bold colours, catering to the preferences of Gen Zs and Millennials who value style and functionality in their travel gear. The Rollio collection has gained recognition, being awarded the prestigious Red Dot Award in 2023.

What makes the Rollio collection special is its innovative features designed for modern travellers. It includes double-spinner wheels for smooth mobility, a four-way expander for additional packing space, and a magnetic buckle for easy closure. The interior of these bags is thoughtfully designed with uniquely shaped packing cubes and antimicrobial fabric, addressing the need for organisation and hygiene during travel.”

“By embracing technological advancements and incorporating trendy designs, American Tourister’s Rollio collection reflects the evolving preferences of today’s travellers, offering a perfect blend of style, convenience, and functionality.”



What else can we look forward to from American Tourister?

“Get ready for exciting collaboration campaigns coming your way soon!”


For more lifestyle and travel reads, click here.

Explore More