Rimowa launches Original Bag, CEO Hugues Bonnet-Masimbert explains the strategy

This Thursday, LVMH’s German travel specialist Rimowa took a major strategic step, launching its first proper handbag. CEO Hugues Bonnet-Masimbert explains the strategy.

 
The brand has created totes and shoulder bags before, but the Original marks a significant new emphasis on attempting to create a hit handbag – the holy grail of many fashion and luxury marques. The Original starts retailing this week at €1,750.
 
FashionNetwork.com caught up with Rimowa’s CEO Hugues Bonnet-Masimbert to hear his take on the new approach. Practically an LVMH lifer, Hugues Bonnet-Masimbert joined the conglomerate back in 2001 even before finishing his executive program at Paris business school INSEAD; going on to do stints at Celine, Louis Vuitton, Berluti and Loewe – all of them controlled by b-uber billionaire Bernard Arnault.

Like most LVMH brands, Rimowa does not officially reveal its annual turnover, but it is understood to be some €750 million. 

Hugues also revealed his thinking on where he sees future growth; building Rimowa’s international reputation and opening Caffè Rimowa.

FashionNetwork.com: Why have you decided to launch the Original Bag? And why now?

Hugues Bonnet-Masimbert: We’re experiencing a shift in how people approach mobility. The care and attention that were once reserved for long-haul travel now apply to everyday movement, whether that’s a work commute, weekend getaways or city life. We recognised this, and it signaled to us that modern life demands a versatile companion, a product that seamlessly adapts to dynamic lives. The Original Bag addresses this need with its style and functionality, and its ability to transition throughout the day and any setting.
 
FNW: You have already made some Rimowa totes and backpacks – what is so special about this new bag?

H B-M: While our Never Still and Signature totes and backpacks were successful in addressing certain needs, the Original Bag marks a significant evolution for us, opening an entirely new product category and defining our distinctive approach to fashion. The Original Bag is special because of its lightweight aluminum construction—a hard-sided handbag with the Rimowa signature grooves that offers the same level of quality and craftsmanship that our customers expect and appreciate, now tailored for daily needs. 
 
FNW: Where will these bags be produced? In your factory in Cologne?

H B-M: The Original Bag is made in Germany and built in our historic factory in Cologne, with each component designed and developed with durability and lightness in mind.
 
FNW: Define the DNA of Rimowa?

H B-M: Rimowa is defined by a deep-rooted connection to its German heritage. It is a homegrown brand that continues to embody values of craftsmanship and precision engineering that were instilled since its establishment in 1898. Innovation is at the core of Rimowa, constantly pushing the status quo, both in its pursuit of technical advancements and its initiatives.

Riomowa general overview

 
FNW: Do you plan to continue with the Never Still and Engineered for Life campaigns, and in what way?

H B-M: While we’re excited to explore new avenues with our first non-suitcase focused campaign with the Original Bag, our Never Still and Engineered for Life campaigns continue to be very central to our brand identity. They represent core elements of the brand. ‘Never Still’ is a mantra for us at Rimowa. It’s a celebration of purposeful movement and a concept we will continue to build on for years to come. Similarly, Engineered for Life speaks to our dedication to craftsmanship, engineering, and durability, principles that all of our products embody.
 
FNW: Where do you see growth coming in the future at Rimowa?

H B-M: Expanding our product categories is a key area as well. Likewise, with the introduction of our unconditional lifetime guarantee, we’re working towards making our client care services more accessible worldwide.
 
FN: What was your brief when you were appointed CEO of Rimowa in 2021? And what have you done to realize those goals?

H B-M: Firstly, my brief was to continue materialising the vision of my predecessor Alexandre Arnault. That meant building on a brand’s storied legacy, honouring Rimowa’s 126-year long history of craftsmanship and German heritage, while steering it into the future with a strong focus on innovation. Having had a personal connection with Germany, and a deep interest in German design, this was more than just a professional challenge. I felt a strong sense of responsibility to uphold the values that defined Rimowa for generations. At the same time, it’s quite an exciting undertaking, and I’m proud of the work we’ve done over the last few years—from implementing a Lifetime Guarantee, launching our first leather suitcase and now the brand’s first handbag to successful projects initiatives like our travelling Seit 1898 exhibition and the Rimowa Design Prize.  
 
FB: You garnered a lot of attention in New York for your Seit 1898 exhibition last year. What do you plan to do next in terms of brand building?
 
H B-M: Seit 1898 offered us an incredible platform to showcase our heritage, innovation and the values that define our brand, allowing us to connect with our audience in a meaningful way. Not just in NY but also in Tokyo and Shanghai. 
 
FN: When and where will you open your first café?

H B-M: We don’t have plans to launch a permanent café, but to celebrate our collaboration with La Marzocco earlier this year, we opened the pop-up “Caffé Rimowa” for the duration of Milan’s Salone del Mobile. It was an incredible success, really resonating with our community.