Brenda's Business with Rimowa's EMELIE DE VITIS

The strategy of flipping an established brand into a digital-content machine has been carried off a few times already. In 2016, Rimowa, the stalwart German luggage manufacturer known for its striated metal carry-ons, sold a majority stake to L.V.M.H., the conglomerate of high-fashion luxury brands. Rimowa had a cachet among a small group of interna... See more

A lot of companies talk about quality, but if you want your brand to be timeless, you have to be a fanatic about it. Before we launch a Louis Vuitton suitcase, for example, we put it in a torture machine, where it is opened and closed five times per minute for three weeks. And that is not all—it is thrown, and shaken, and crushed. You would laugh i

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