Travel luggage firm Samsonite has launched its first-ever concept store for ladies, Samsonite for Her, now open in Orchard Road’s Paragon shopping mall.

The space has been designed to showcase curated product lines under the Samsonite, Samsonite Red, and Lipault Paris brands that each target specific demographics of women shopping for bags, accessories and luggage.

The new store also serves to kick off Samsonite’s inaugural omnichannel retail platform, allowing customers to shop for options beyond the collections available on shelves. The initiative is designed to direct visitors to the brand’s entire digital catalogue online using an interactive tablet in store. The service offers free delivery of purchased goods regardless of sale size, leaving purchasers at ease to continue shopping without needing to carry their items around the mall.

The move represents a new direction for the firm in the wake of recent accusations made against Samsonite by activist investment firm Blue Orca Capital, in a report that called the company a “mid-level brand masquerading as a premium luxury player”. The accusation resulted in the resignation of CEO Ramesh Dungarmal just weeks after Samsonite had reported first-quarter double-digit growth across all regions, which Dungarmal had attributed in part to its acquisition of eBags.