Retail Merchandiser - March/April 2016 - 38


Carry On by Brookstone

"

Building Carry On
stores around the
best brands in travel
gear is a win-win
for everyone.

"

have time between flights who want to explore and discover
items from all the product makers the company features.
"The clothing in Carry On stores is travel-friendly, packable and weather smart, and it is also on trend," Via says. "As
an example, one of our featured apparel lines, ExOfficio, can
literally be folded into a tiny ball and remain wrinkle free.
Informed customers demand that their travel clothes be both
stylish and low maintenance. If you only pick up one item of
clothing specifically for traveling, try the ExOfficio Storm
Logic jacket. It's amazingly comfortable in all sorts of weather and folds up into a nice pillow for sleeping on the plane."
Helping the company make the concept a reality are its
strong ties with brands such as Craghoppers, Victorinox,
Scottevest, Brics, Briggs & Riley, Belroy and Ogio. Brookstone is fairly well known in the retail industry for having
expertise in the airport store segment, and its internal expertise is very much aware of those brands that make travel
products that are both smart and beautiful.
"We're not just business partners with these brands," Via
says. "We are a retail showcase offering access to millions of
travelers. Building Carry On stores around the best brands
in travel gear is a win-win for everyone."
The first Carry On
launched this year in Salt
Bric's
Lake City. Brookstone
says it was thrilled to
Founded in 1952 by Mario Briccola, Bric's
Milano has been hand-crafting travel bags
have an available storeand fine leather goods for over 60 years.
front become available at
Located in the beautiful Lake Como region of
the Salt Lake City Airnorthern Italy Bric's today remains a family
port, and it moved quickbusiness currently owned and operated by
ly to bring the Carry On
Mario's sons, daughters and grandchildren.
The family values, attention to detail, and
concept to the airport
pride that was Mario's original vision is
when the opportunity
carried on by this new generation. As Bric's
presented itself. Thus far,
has grown into a global brand it's the core
sales have exceeded early
values of quality, artistry, attention to detail,
Italian style, function, fashion, asthetics,
plans, and customer reand durability, all backed by a family name
action has confirmed the
that has helped Bric's grow into one of the
company's faith in the
premier luxury travel bag brands in the world.
basic concept of giving
38

RETAIL-MERCHANDISER.COM

March/April 2016

savvy travelers an exciting, premium-quality assortment in
a dedicated travel-themed store.
"The lesson we've learned most clearly is that Brookstone
can succeed in combining great fashion with innovative features in a premium travel assortment," Via says.

On the Move
Looking out at the horizon for longer-term plans for expansion, Brookstone is simultaneously evaluating airport real
estate opportunities and refining and expanding its travel
assortment. At present, the company has one additional location confirmed for launch in fall 2016, to be announced at
a later date. In the meantime, the company is actively seeking additional sites.
Brookstone feels that the key investments needed to
support the growth of Carry On will be the right locations
and product assortments, as well as robust CRM systems.
To fulfill the long-term potential of the Carry On brand,
Brookstone says it is investing in premium airport store
locations, scouring the world for the most innovative and


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
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Retail Merchandiser - March/April 2016 - Cover3
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