International travel and lifestyle brand Tumi has launched its first virtual store, serving customers in Asia Pacific and the Middle East.

Together with Tumi’s Spring 2021 collection, the virtual store was unveiled during a regional live-streaming event on Thursday.

Customers are ushered to a digital journey through specially designed touch points when they enter the virtual store. Guests can explore life-like virtual presentations to discover Tumi products via 360° 3D and AR technology and explore the Spring 2021 collection. Additionally, they can take photos of their experience via Tumi’s Magic Mirror, and play mini-games by connecting their Instagram and WeChat applications.

The virtual store aims to enhance the O2O shopping experience by connecting to other Tumi shopping channels via its Chat & Shop function. Customers who are shopping can connect with sales associates if they have questions or wish to place orders. Those visiting physical stores in the region can also explore the digital landscape via in-store kiosks.

“The Tumi Virtual Store is an incredible milestone for the brand,” said Adam Hershman, VP of Tumi, Asia Pacific and the Middle East. “It is part of this holistic approach to connect with customers wherever they are.

“Accelerated digitisation and shifting customer habits brought on last year have reinforced this direction and shown that we must continue to create exciting, meaningful interactions both in the physical and digital worlds.”

Tumi believes its virtual store adds another dimension to its evolving approach to omnichannel retail, as the brand tries to make stores accessible anywhere customers are.