Rimowa Taps NBA Champion LeBron James for Ribbed Aluminum Suitcases!
See, LVMH Moët Hennessy Louis Vuitton is adding another luxury good to their forever growing multi-billion-dollar resume.
Word is, the French multinational luxury goods conglomerate is buying an 80% stake of Germany‘s Rimowa from Dieter Morszeck, the grandson of the founder. Read on…
CelebNFashion247.com has learned via BOF that LVMH agreed to take over suitcase maker Rimowa for $716 million and will put Alexandre Arnault in charge of the group’s first German asset, a sign that Bernard Arnault is expanding his offspring’s role in the luxury empire.
According to BOF, Rimowa’s ribbed aluminum suitcases, a common sight in airport security lines, are owned by celebrities including Will.i.am and Gwyneth Paltrow. Selling for as little as $400, the cases are less of a luxury than LVMH’s Louis Vuitton, whose trunks typically cost thousands of dollars.
Mario Ortelli, a senior analyst at Sanford C. Bernstein had this to say:
LVMH is looking for brands that have heritage and a unique position. They know that when they acquire these brands they can accelerate their development.
So how are they going to sell the Rimowa’s ribbed aluminium suitcases to Americans?
That’s easy, the German luggage manufacturer Rimowa will launch a full spread campaign using NBA Champion and Los Angeles Lakers LeBron James.
Rimowa is issuing the second iteration of its “Never Still” advertising campaign, featuring a diverse cast of globe-trotting characters. Joining the Los Angeles Lakers small forward is Dior Homme artistic director Kim Jones and Chinese master pianist Yuja Wang . All were shot traveling between four countries. Each was documented by a different director, tasked with creating content that will appear in digital ads and outdoor campaigns.
Rimowa chief executive officer Alexandre Arnault said of the campaign’s second wave:
I think for a brand to really make their messages heard, there needs to be time. Nike didn’t just come up with ‘Just Do It’ only once, they continue using it today. Every day we want people to see what we stand for and keep surprising people.