COMPETITIVE LANDSCAPE
Hermès and LVMH maintain lead through exclusivity and experience
In 2025, the bags and luggage market in Thailand remained concentrated, with the top three companies collectively holding around 19% of market share. Hermès International SCA leads with an 8% share, followed by LVMH Moët Hennessy Louis Vuitton SA at 7%, and Kering SA at 4%.
Brand strategies balance innovation, localisation, and accessibility
In 2025, companies engaged in a diverse range of activities to increase share, blurring the distinction between brand promotion and retail distribution in order to make the point of sale an influence in brand identity and engagement. In 2025, for example, the opening of the One Bangkok mega-project in late 2024/2025 served as the single biggest catalyst for new luxury retail spaces, with premium luggage and accessories brands securing prime locations.
Brands capitalise on tourism and rental and resale trends
Other brand activity can be seen as illustrative of the key trends driving consumer interest, such as tourism and rental and resale. Homegrown brands like Naraya, for example, increased sales through mass-tourist and souvenir segments with practical, foldable travel totes, whilst Thai bag brand BKK Original adapted with multi-functional backpacks and cross-bodies for travel and city commuting.
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Overview:
Understand the latest market trends and future growth opportunities for the Bags and Luggage industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bags and Luggage industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bags and Luggage in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bags and Luggage in Thailand?
- Which are the leading brands in Bags and Luggage in Thailand?
- How significant is tourism in determining sales and demand for Bags and Luggage in Thailand?
- How are COVID-19 and global recession impacting demand for Bags and Luggage in Thailand?
- In the wake of COVID-19, how soon can Bags and Luggage be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Bags and Luggage in Thailand - Category analysis
KEY DATA FINDINGS
Polarised growth driven by premiumisation and domestic travel rebound
Travel recovery and HNWI spending drive value growth
Resale and rental options reshape market dynamics
Travel and tourism drives value sales growth
Travel growth set to drive demand for multifunctional designs
Local brands to gain in significance
Sustainability and the future of bags and luggage
Innovation and experiential retail to drive sales growth
Hermès and LVMH maintain lead through exclusivity and experience
Brand strategies balance innovation, localisation, and accessibility
Brands capitalise on tourism and rental and resale trends
Store-based distribution channels lead bags and luggage sales
Retail e-commerce drives growth with convenience and price sensitivity
Personal Accessories in Thailand - Industry Overview
Luxury and value drive growth
Luxury and value polarisation drives growth
Traditional and connected watches lead sales
Resale and rental boom among young Thai consumers
Gen Z and circular consumption set to drive future growth
Premiumisation key to future growth in personal accessories
Digital-driven engagement to shape industry future
Sustainability to gain in importance across personal accessories
Luxury giants and local brands shape competitive landscape
Omnichannel retailing boosts sales of luxury personal accessories
Luxury brands adopt omnichannel strategies to maintain trust and prestige
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bags and Luggage
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
Bags and Luggage
Bags and Luggage includes bags and cases which serve common everyday purposes or specific functions during travel, sports, or formal occasions. However, all sports equipment bags (e.g. golf, tennis, and bowling), insulated food and beverage bags, and musical instrument cases are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bags and Luggage research and analysis database.
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