Samsonite Group reported higher online sales in its fiscal fourth quarter and full year, as growth in ecommerce and direct channels helped offset weaker demand from wholesale customers.
The company said fourth-quarter sales rose 2.2% to $963.3 million from $942.4 million a year earlier, returning to modest growth after declines earlier in 2025.
For the full year, sales fell 2.5% to $3.50 billion from $3.59 billion, reflecting softer demand in key markets and reduced ordering from retail partners.
Samsonite ecommerce sales in Q4
Online sales were a clear area of growth. Ecommerce revenue increased 12.0% in the fourth quarter to $145.5 million, up from $128.0 million a year earlier. Ecommerce accounted for 15.1% of total sales in the quarter, up from 13.6%.
For the year, ecommerce sales rose 6.4% to $437.2 million. That brought ecommerce’s share of total sales to 12.5%, up from 11.4% in 2024.
Overall direct sales — including ecommerce and company-owned stores — also increased. Direct sales rose 7.0% in the fourth quarter to $434.5 million and edged up 2.1% for the year to $1.46 billion. These channels made up 45.1% of fourth-quarter sales and 41.7% of annual sales, both higher than a year earlier.
“We also delivered net sales increases in our DTC channel and non-travel product category,” CEO Kyle Gendreau said, pointing to stronger performance in direct channels late in the year.
Wholesale sales moved in the opposite direction. Fourth-quarter wholesale revenue fell 1.4% to $528.8 million, while full-year wholesale sales dropped 5.6% to $2.04 billion.
Samsonite results by region
The company said many retail partners, especially in North America, placed smaller orders as consumer demand softened and inventory levels were kept tight. Sales to online retail partners also declined in the fourth quarter due to timing shifts from a large customer, though they increased for the full year.
Results varied by region. Europe showed modest growth, helped in part by a 9.1% increase in ecommerce sales. Asia also returned to growth in the fourth quarter. North America remained weaker, though results improved compared with earlier in the year.
Samsonite said its business is gradually shifting toward direct channels, including ecommerce, as well as toward higher-priced brands such as Tumi.
To support that shift, the company said it has created a new global marketing and ecommerce group to coordinate digital efforts and strengthen its online presence.
Gendreau said he wants Samonsite to be” the clear winner in digital” as further support as it seeks multichannel growth.
“And when I talk about digital, it’s our own D2C ecom[merce], wholesale, e-retailers and across the network that help feed the entire channel growth for the business,” he stated.
The company plans to invest about $135 million in 2026, including spending on ecommerce platforms, customer engagement tools and other technology.
Profits decline as uncertainty clouds outlook
Even with stronger online sales, profits declined. Fourth-quarter profit fell from a year earlier, and full-year profit also dropped, reflecting lower overall sales and higher operating costs.
Samsonite also reported growth in non-travel products, such as backpacks and accessories. Sales in that category rose 8.2% in the fourth quarter and 3.5% for the year, increasing their share of total revenue.
Looking ahead, the company said it expects sales in the first quarter of 2026 to be about flat compared with a year earlier, citing disruption tied to conflict in the Middle East. It said uncertainty makes it difficult to provide a full-year outlook.
Still, Samsonite said ecommerce and direct sales will remain central to its strategy as more consumers shift to buying online.
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