The world’s largest luggage company is selling less travel luggage and more of everything else, and its US business is shrinking. Samsonite Group reported that net sales in its travel category fell 5.8% in 2025 at constant currency, while its lifestyle bags category, which covers business and casual bags, backpacks and accessories, grew 3.4%. In the first half of 2026, lifestyle bags rose to 37.4% of its sales.
At the same time, North American demand stayed soft, online sales kept climbing, and a Supreme Court ruling on tariffs sent refunds to the companies that paid them. Here is how those pieces fit together, and what they mean if you are shopping for luggage.
Trend Signal
52/100 Steady momentum
- Emerging
- Rising
- Mainstream
- Peaking
- Cooling
Bags steadily taking share as US suitcase demand stays soft
Samsonite said lifestyle bags reached 37.4% of its net sales in the first half of 2026, up from 36.2%, while its North American sales fell 3.9% at constant currency.
Our editorial reading of the cited data, not a forecast. How it is scored
By the numbers
- 5.8%Samsonite travel-category net sales in 2025, constant currencySamsonite Group
- 37.4%Lifestyle bags share of Samsonite net sales, first half of 2026 (36.2% a year earlier)Samsonite Group
- 3.9%Samsonite North America net sales, first half of 2026, constant currencySamsonite Group
- ~20%US tariff rate YETI assumes for the second half of 2026 in its outlookYETI
Why US luggage demand softened
Samsonite’s North American net sales fell 5.6% at constant currency in 2025, driven by a 5.8% decline in the US. The company blamed cautious purchasing by key wholesale customers amid soft consumer sentiment and careful inventory management, plus lower inbound international tourism. Its Samsonite and American Tourister brands fell 7.1% and 12.8% in North America, while TUMI was nearly flat and returned to growth in the second half.
2026 has not reversed it. North American net sales fell 3.9% in the first half and 5.9% in the second quarter, which Samsonite tied to inflationary pressure from the conflict in the Middle East, softer travel demand and weaker consumer confidence, with wholesale customers again buying cautiously.
| Samsonite measure | 2025 | First half of 2026 |
|---|---|---|
| North America net sales | -5.6% | -3.9% |
| Lifestyle bags sales growth, all regions | +3.4% | +2.4% |
| Lifestyle bags share of sales | 36.4% (34.3% in 2024) | 37.4% (36.2% a year earlier) |
| Travel category sales growth, all regions | -5.8% | -2.4% |
Where the growth went: bags and online sales
Samsonite credits lifestyle-bag growth at its Samsonite, Gregory and TUMI brands, and on August 12, 2026 it agreed to buy BÉIS, a digitally native lifestyle and travel brand that it says reaches younger, predominantly female consumers and faster-growing lifestyle bag categories. The deal is expected to close in the fourth quarter of 2026. YETI shows a similar pattern outside luggage: bags were among the drivers of its 16% growth in Coolers & Equipment in the second quarter of 2026.
Brand results in the US are mixed. After falling 12.8% in North America in 2025, American Tourister grew 5.1% in the first half of 2026 excluding the Middle East and India, driven by strong growth in North America, Samsonite said, while its Samsonite and TUMI brands were roughly flat.
Where people buy is shifting too. Samsonite’s direct-to-consumer e-commerce sales rose 6.4% in the first half of 2026 and reached 12.3% of net sales, up from 11.3%, and total e-commerce, including sales to online retailers, reached 20.7%.
The growth is in bags and online channels; cautious wholesale orders for luggage are where the weakness shows.
Airline rules are rewarding smaller bags
Fare rules help explain the tilt. Ryanair, easyJet and Wizz Air include only a small under-seat bag in basic fares and charge for overhead space, Air Canada dropped the standard carry-on from some Economy Basic fares bought from January 2025, and the Lufthansa Group introduced a basic European fare built around a small personal item, Aerospace Global News reported in August 2026. The consultancy IdeaWorksCompany has suggested airlines call the personal item an “under-seat bag” to make the rules clearer.
In the US, the pressure comes from checked-bag fees, which most major carriers raised to about $45 to $50 for a first bag in spring 2026. When Southwest started charging for bags in 2025, it said a third fewer bags were checked at the counter while gate checks rose, a sign of how quickly travelers shift to bags they can carry on.
Tariff refunds and what they mean for prices
On February 20, 2026, the Supreme Court held in Learning Resources v. Trump that the International Emergency Economic Powers Act does not authorize the President to impose tariffs. Samsonite said it received tariff refunds in June 2026 following the ruling; excluding them, its second-quarter gross margin was 60.0% rather than the reported 62.0%. YETI booked a $45.6 million net benefit from IEEPA refunds in the same quarter.
The refunds went to the companies that paid the tariffs, and neither announced price cuts. YETI’s outlook assumes US tariff rates return to about 20% in the second half of 2026. For 2025, Samsonite cited increased strategic promotional initiatives to drive sales volume; we read that, rather than tariff relief, as the likelier source of deals for shoppers.
What to buy, and when
If you fly basic fares or budget carriers, the most useful purchase is a bag sized for under the seat, and a travel backpack that meets carry-on limits covers most short trips. If you check a bag once or twice a year, a two-piece hardside set covers both carry-on and checked sizes in one purchase.
On timing, we see no evidence of falling list prices, but the big brands have leaned on promotions through a soft market, so compare prices across retailers and brand sites, where Samsonite’s own e-commerce sales are growing fastest.
What to watch next
- Samsonite’s third-quarter 2026 update; the company expects constant-currency growth in a range similar to the second quarter
- US tariff rates in the second half of 2026 against YETI’s assumption of about 20%
- The close of Samsonite’s BÉIS deal, expected in the fourth quarter of 2026, as a signal of how far it leans into lifestyle bags
Where to start
Paid links: we earn a commission if you buy through the buttons below, at no extra cost to you. As an Amazon Associate I earn from qualifying purchases.
Luggage types for how people are traveling in 2026
| Product type | Good fit for | Where to look |
|---|---|---|
| Carry-on travel backpack with laptop sleeve | Fits carry-on-only trips | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
| Weekender duffel with shoe compartment | Fits weekend getaways | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
| Two-piece hardside luggage set | Fits occasional checked-bag travel | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
Product types that fit the trend described above, not tested models. Check the exact listing before you buy. How we pick them.
Carry-on travel backpack with laptop sleeve
Where to look: Amazon
The category growing fastest at the big luggage makers. Measure it packed, and pick a size that matches your usual fare, under the seat or overhead.
- Works as a daily bag at home
- Fits fares without overhead space if sized small
- Heavy loads sit on your shoulders
- Less structure for suits and shoes
Weekender duffel with shoe compartment
Where to look: Amazon
Suits road trips and two-night flights. A trolley sleeve lets it ride on a rolling bag through the terminal.
- Soft sides squeeze into tight spaces
- Separate shoe pocket keeps clothes clean
- No wheels
- Can exceed personal-item size when full
Two-piece hardside luggage set
Where to look: Amazon
For travelers who check a bag a few times a year. Confirm the carry-on piece meets airline limits with wheels included.
- Carry-on and checked sizes in one purchase
- Matched pieces nest for storage
- Takes closet space between trips
- Shells scuff with airline handling
More: Travel and Adventure trends and how the Trend Signal is scored.
Sources
- Samsonite Group 2025 Annual Results press release — Samsonite Group
- Samsonite Group Announces Results for the Period Ended June 30, 2026 — Samsonite Group
- Learning Resources, Inc. v. Trump, No. 24-1287 — Supreme Court of the United States
- YETI Reports Second Quarter 2026 Results — YETI Holdings
- Why airlines are charging for overhead locker space — Aerospace Global News
- Airline bag fees climb as American, Alaska raise prices — Aerospace Global News
- Southwest Airlines will make $1 billion from checked bag fees — Aerospace Global News
Questions readers ask
Are luggage sales down in 2026?
In North America, yes for the largest maker: Samsonite’s net sales there fell 3.9% at constant currency in the first half of 2026, after a 5.6% drop in 2025, which the company tied to softer travel demand and cautious wholesale buying.
Will luggage prices drop after the tariff ruling?
There is no sign of it. The Supreme Court ruled on February 20, 2026 that IEEPA does not authorize tariffs, and companies such as Samsonite and YETI booked refunds, but neither announced price cuts and YETI assumes tariffs around 20% in the second half of 2026.
Are travel backpacks replacing suitcases?
They are gaining share, not replacing them. Samsonite’s lifestyle bags, which include backpacks, grew to 37.4% of its sales in the first half of 2026, while its travel category still made up most of its sales in 2025.
What does lifestyle bags mean in luggage sales data?
It is Samsonite’s name for what it used to call its non-travel category: business and casual bags, backpacks, accessories and other products outside traditional travel luggage.
