Rimowa
How a 125-year-old German luggage maker turned aluminium suitcases into status symbols — and why LVMH paid $700M for a company that makes boxes.
Ramoa makes suitcases from aluminum. The luggage is extraordinarily durable, lightweight, and expensive. A Ramoa carry-on costs several hundred dollars, far more than nylon competitors. The aluminum construction has become iconic. Travelers recognize Ramoa instantly in airports. The brand is synonymous with serious travel and adventure. What made Ramoa valuable wasn't durability alone. Every quality brand promised durability. Ramoa's insight was recognizing that dents and scratches become a badge of authentic travel. Travelers who dragged Ramoa through dozens of airports wore the damage visibly. The scuffed aluminum wasn't a flaw. It was a trophy proving the luggage had been trusted with journeys.
Watch the full reel free on MoonReelz — moonreelz.com