Julie Guggemos, Target’s senior vice president and chief design officer

On the road again … just can’t wait to get on the road again? Then you’re going to need Open Story, Target’s new private brand of premium luggage made for travel lovers by travel lovers. With nearly 40 luggage and accessory items ranging from $19.99 to $179.99 (25-30% lower than comparable luggage brands), the line of stylish and durable luggage includes backpacks, garment bags and packing cubes. Open Story launches in stores on February 9 and online February 13.

“Our guests find a lot of joy in traveling, and we’re thrilled that our new luggage owned brand offers them a high-quality assortment at Target-only prices, helping us fill a white space within the category,” said Julie Guggemos, Target’s senior vice president and chief design officer. “Open Story truly represents the magic of Tar-zhay and the power of our owned brands, and we hope all of our guests will love using these items during the busy spring travel season and for years to come.”

Let’s take a look at the collection.

The perfect travel companion

The best luggage is the kind that doesn’t slow you down—and even helps you go the extra mile on your trip. That’s why Open Story was engineered by Target’s in-house design team to be stylish and functional, with every detail accounted for. One example customers are sure to love? The Traveler Backpack, which features a trolley sleeve designed to fit just right over a roller bag handle for effortless carrying.

A few other Open Story innovative features: built-in USB ports and reliable 360 Hinomoto Silent Run Spinner Wheels. And expandability—the luggage features 20% more storage space.

Puts guests in the driver’s seat

What kind of luggage actually makes it easier to travel? There was only one way to find out — that’s why Target’s in-house design and sourcing teams turned to travelers to discover what was most important to them. Business travel. Spring break road trips. Last-minute jet setting. The Target team dug into it all. They also put the new luggage through the gauntlet of what globe trotters experience during their travels to ensure the durability withstood the toughest of trips. The result: Product features and a premium design, all for an unbeatable value. 

But won’t stay in one place for too long

With a few limited-edition colors in the launch collection, like violet, wrought iron and cedar, which are available through October 2020, and more choices to come throughout the year, there’s bound to be something for everyone—no matter where their journey takes them.