Samsonite Group S.A reported a 5.8% increase in direct-to-consumer (DTC) ecommerce sales for its Q4 and the year ended Dec. 31, 2024.
Ecommerce accounted for 11.4% of total sales. That’s up from 10.8% in 2023 despite overall net sales consumer declining by 0.2% compared to the prior year. Samsonite is a travel luggage company and a global manufacturer of lifestyle bags.
CEO Kyle Gendreau credited the company’s focused investment in digital channels for the growth.
“Direct-to-consumer growth at 2.7% is a very good result for the year,” Gendreau said. “Our ecommerce was up close to 6% versus the prior year, with growth in all regions.”
Samsonite ecommerce sales in 2024
For the year ended Dec. 31, Samsonite reported total sales of $3.588 billion. That’s a decrease of 2.5% from sales of $$3.682 billion in 2023. Meanwhile, ecommerce sales grew 5.8% year over year, to $411.1 million from $398.5 million.
Samsonite global ecommerce sales performance was driven by double-digit growth in Latin America (+55%) and Europe (+12.6%), with steady increases in Asia (+4%) and North America (+1.3%), the company said.
“We’ve been investing heavily in ecommerce across all of our regions,” Gendreau added. “When a consumer shows up in that channel versus our own channel, we want to show up elevated across all of our brands — and it’s delivering tremendous results.”
The company also saw stronger performance through third-party ecommerce platforms. Gendreau noted that sales through platforms like Amazon accounted for 19.4% of total revenue, up from 18.2% in 2023.
“Consumers are clearly continuing to shift toward online shopping,” he said. “We’re investing in content, in platforms, and in how we support our ecommerce customers in a meaningful way.”
While the overall retail segment posted a modest 1.5% increase in sales, same-store sales declined 2.7%, reflecting softer foot traffic.
“We’re seeing softness in some markets,” Gendreau acknowledged. “But strong tourism trends and increased online activity are helping to offset the challenges.”
Total net sales for the year were $3.59 billion, down from $3.68 billion in 2023. That reflects softer consumer sentiment and increased discounting by competitors in key markets such as India and China. However, Gendreau remains optimistic about the company’s strategic focus.
“We’re investing in all the platforms — digital and physical,” Gendreau said. “We’re focused on meeting the consumer where they are, and the results we’re seeing in ecommerce confirm that this is the right strategy.”
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