Why Gaston Luga Chose India for its Latest Retail Expansion in the Luxury Market

The Swedish lifestyle brand Gaston Luga has selected India as the next market for expanding in order to carve a portion of the rapidly rising luxury market in India. It has revamped the backpack and travel accessories for today’s urban-oriented consumers and made them sleek and understated. Being inspired from the basic elements of Scandinavian design – simplicity, functionality and durability - Gaston Luga targets its consumers to meet the aesthetics that they look for, together with the functionality that they require.

Each Gaston Luga product is thoughtfully designed with the modern traveler in mind. From the sleek aesthetic of their backpacks, to the meticulous attention to detail in materials, every aspect is aimed at providing a seamless blend of form and function. Many of their products are vegan, sustainable, and water-resistant, reflecting the brand’s commitment to environmentally responsible fashion.

A Strategic Decision

Gaston Luga's decision to enter India aligns with its broader global expansion strategy, since the Indian market was something the brand couldn’t overlook. 

"Our philosophy is simple: create products that people want to wear every day, whether they're commuting in a city, traveling the world, or enjoying the outdoors. India is making waves globally, positioning itself as a competitor to China in many aspects. For us, having succeeded in China, entering India seemed like the next logical step. Our bags are not just fashion statements; they are functional and can be paired with anything from business suits to casual weekend wear,” said Jonas Wistrand, Founder, Gaston Lunga.

Expanding Product Lines 

Looking towards the future, Gaston Luga plans to diversify its product offerings in India to cater to evolving consumer tastes. Additionally, the brand is actively considering further international expansion. Following a successful soft launch in Australia through partnerships with high-end department stores like David Jones, the company is eyeing markets in Canada and the United States for bigger collaborations.

"While we are already well-known for our backpacks, we're also planning to introduce more crossbody bags and sling bags. These are perfect for customers who want the convenience of a backpack but in a smaller, more compact form. We are continuously exploring opportunities to bring our unique Scandinavian designs to new regions," Wistrand explained.

Innovation and Sustainability 

Gaston Luga's commitment to sustainability and innovative design is evident in its plans to collaborate with local Indian artists. An interesting aspect of the brand’s product development is its use of advanced, eco-friendly materials. Wistrand elaborated on the unique process the company employs to make its products waterproof without harmful chemicals. While there are logistical and legal factors to consider, the brand aims to maintain a global outlook. Moreover, Gaston Luga's partnership history with notable brands such as Nikon and Molotow has significantly boosted its brand image. In India, the global brand is being managed by Maison ID8.

"We are collaborating with top agencies, and influencers, and leveraging social media, alongside on-ground events," Aman Swetta, Co-founder, Maison ID8, said. 

Wistrand also added, "These collaborations have been fantastic for us, allowing us to communicate our values and resonate with diverse audiences. It’s about putting the brand in a context where people understand what we stand for. We use a water-based polyurethane process, which eliminates the need for toxic solvents and is better for both the environment and our customers." 

Marketing Strategy 

Gaston Luga has already made a notable impact in the Indian market just months after its entry. Swetta shared that the response had exceeded expectations, with over 50 percent of their bestselling SKUs sold out. While specific investment figures remain undisclosed, the company is optimistic about ramping up its efforts in response to the market's reception. The brand is employing a mix of traditional and digital marketing strategies to build its brand presence in India. 

"We are still in the early stages and continuously investing, but the initial signs are promising. We would love to collaborate with an upcoming Indian artist to create a limited-edition backpack. If I were to guess, I'd say 90 percent of our sales will come from third-party platforms, with about 10 percent from our own website. People are so used to buying from trusted, multi-brand platforms where they often enjoy perks like reward points and free shipping, which enhances their shopping experience," Wistrand revealed. 

“We are selling well across all these platforms. It's still early days, but the sales have been robust and consistent, which is very encouraging," Aman added.

Retail Expansion 

Gaston Luga is currently focused on Tier I and II cities in India, with plans to expand further. The brand is available on several top-tier online luxury platforms, including Tata CLiQ Luxury and AJIO Luxe, and has presence in high-end offline stores like White Crow. Looking ahead, the company aims to establish itself as a top-five player within its niche in the Indian market within the next decade. 

"Our long-term goal is to become a leading brand in our category. We are also exploring opportunities in duty-free shops at airports," Swetta concluded.