Cole Haan enters the travel market with luggage line

Cole Haan will introduce its first luggage line this month, signaling a strategic effort to establish itself as a travel brand. The collection includes carry-on and checked bags, paired with a new sneaker designed to save space in suitcases.

Luggage and sneakers designed for travel

The luggage launches on August 17, offering four collections priced from $200 to $700. Each piece features TSA-approved locks and polycarbonate shells. Cole Haan collaborated with manufacturer Travelway Group to ensure durability without excess weight, targeting a high-end feel.

The GrandPrø Packwell Sneaker arrives on August 6. Available in men’s and women’s sizes for $140 to $160, the shoe has an unlined interior and slim profile to fit snugly into luggage corners. Its grippy sole handles varied surfaces, from airport floors to city streets.

Jeanine Farucci, the company’s vice president of global brand marketing, noted the sneaker solves a common travel problem: “It’s one less item to plan for.”

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A brand with a century of history expands

While Cole Haan has sold travel accessories like duffle bags and backpacks for years, the new luggage line reflects a stronger commitment. The company, which will celebrate its 100th anniversary in 2028, has gradually expanded beyond footwear, adding golf apparel and tennis sneakers to its offerings.

The shift aligns with the brand’s long-standing focus on versatility—products that transition effortlessly between work and leisure. “Our target customer travels more than average,” Farucci said. “It’s woven into their daily lives.”

The brand’s past includes a 24-year ownership by Nike, which purchased Cole Haan in 1988 for $95 million before selling it to private equity firm Apax Partners in 2012 for $570 million. A planned 2021 IPO was canceled, though the company reported $686.6 million in revenue for the year ending June 1, 2019, a 14.1% increase from the prior year.

Most travelers don’t associate Cole Haan with suitcases. The challenge is changing that perception. Beth Goldstein, a footwear analyst at Circana, said quality remains the top concern for shoppers, but versatility is growing in importance. “Our research shows versatility became a stronger purchase factor year over year, while price and promotions mattered less,” she explained.

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New stores in high-traffic locations

Cole Haan is opening stores in busy areas popular with tourists, including Boston and Orlando, Florida.

“For many visitors, this might be their first encounter with the brand,” Farucci said. The goal is to create an immersive experience, with in-store displays showing how the new luggage and sneakers integrate with travel wardrobes.

Competition in travel gear is intense, with brands like Antler and July also expanding. Farucci believes Cole Haan’s advantage lies in its existing customer base and products that work across multiple settings. Still, standing out remains difficult. “Shoppers have many choices,” she said. “We need to balance our core identity with affordability and availability.”

The solution may lie in small details, like a sneaker that compresses flat or a suitcase that glides smoothly through terminals. For now, the brand hopes travelers will take notice.