Assembly is a d2c brand in the luggage & travelgear space. Legacy brands like VIP, American Tourister, Safari have uninspiring product innovation and don’t hold an aspiration for modern travellers. Due to increase in frequency of travel in the last 10 years, travellers look at their luggage as a lifestyle product, not just a commodity. Assembly has created differentiated products with features such as a charging port or personalized monogram.