Bluesmart revolutionized the simple suitcase in 2014 when it introduced a sleek carry-on bag loaded with innovative features like GPS tracking and smartphone connectivity. Since then, a new segment of “smart luggage” has emerged that aims to improve how we travel.
On Wednesday, Bluesmart unveiled a company rebrand and began accepting pre-orders for its follow-up product, the Bluesmart Black Edition. Triptivy talked to Diego Saez Gil, CEO and co-founder of Bluesmart, about the new Black Edition bag and where he sees the company headed.
Why did Bluesmart decide to redesign its original carry-on?
The redesign of the product represents our response to the most demanding, design-oriented segment of our customers. Our first product was focused on technological innovation, and we were thrilled with the customer response to it. At the same time, we knew some of our customers wanted more, and we combined our advanced technology with a more sophisticated design and aesthetic to make a suitcase the tastemakers could be proud of.
Why not a 24 or 28 inch checked bag? Is there one in the works?
Right now, we are focused on the Bluesmart One and the Bluesmart Black Edition, but we also plan on expanding our product offer in the near future. We’re excited for what the future holds and will be sure to reach out when we can tell you more details about our product line.
How does the Black Edition improve upon the original Bluesmart carry-on?
The new product is highly focused on the design of the bag, from upgraded material to a new logo and a completely redesigned interior to make packing more efficient and seamless—our team went back to the drawing board to rethink every design aspect of the suitcase.
Is it aimed at a different type of customer?
The Bluesmart Black Edition is aimed for the design-focused traveler that appreciates style and ease, combined with functionality.
The Black Edition’s premium materials and price point put it in the luxury category. Is that the direction Bluesmart is headed, or will you continue to produce a broad range of products?
After talking with our customers and the travel community, we realized there was a huge demand for a premium design-forward suitcase that had all the technological advancements of the Bluesmart One. We rebranded our company to meet the aspirational design of the Bluesmart Black Edition and right now this is the focus of our brand.
In addition to the Black Edition, Bluesmart redesigned its logo. What do the four circles represent?
We aimed to develop an authentic sense of our brand that would convey our values and our story and would connect with our global tribe of trailblazers. The theme of our new brand is “Free to Explore,” and our new logo, inspired by the notion of the four corners of the world, aims to be a powerful symbol of the deep human desire for exploration.
Bluesmart bags have a whole suite of smart features. Do you know which one is most popular with your customers?
We are always getting a better understanding of how our customers use our product and have found that all of the tech functions are used frequently. The battery charger and digital lock are most frequently used, especially since they are often needed several times throughout a single journey.
Bluesmart now has two smart bags in the market, whereas many luggage manufacturers hoping to enter this space have yet to produce one. What is the biggest challenge of producing smart luggage, and how has Bluesmart been able to overcome it?
We are proud to have jumpstarted the smart luggage category and are happy and inspired to see newcomers, as it validates the fact that this market is ripe for innovation. Hardware is hard and hardware plus software is even more difficult with managing the supply chain and distribution across the world. The biggest challenge is all the moving parts, but it’s a lot of fun and we’re learning a ton.