The first Samsonite ultra-premium store in Asia is to open at Jewel Changi.

The luggage brand is also planning one more outlet at Changi, raising its store network at the airport to five.

“Every time we come up with something new, something big, we launch it first in Singapore,” Subrata Dutta, president and CEO of Samsonite Asia-Pacific, told Business Times.

“This is a new retail concept that further elevates the look and feel of the brand to something more luxurious. At Jewel, we get travel traffic from around the world. When you do something in Singapore, you get noticed by the right people.”

Samsonite has also opened an American Tourister outlet at Jewel Changi, and will open a store at the revamped Funan mall, scheduled to open in the second half of this year.