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Trunki

It's a brand many will have seen in airports around the UK and rest of the world, but the story behind children's luggage business Trunki is less well known. Join us as we go behind the scenes to find out how never forgetting what customers want, investing in manufacturing and thinking carefully about company culture made their success possible.

Video interviews

It's all well and good hearing from the business owner or founder, but what about other members of staff? Our video interviews help shed light on how Trunki has worked hard to think about its global impact and be a great place to work.

Expanding product ranges

With modern consumers expecting both variety and innovation, businesses cannot remain idle. Kids luggage business Trunki has developed an effective approach to staying in touch with what customers are after.

Watch here (2 mins)

Being a sustainable business

Trunki founder Rob Law has a passion for using good design to improve people's lives. Discover how this translates into a commitment to sustainability which has become central to how the company works.

Watch here (2 mins)

Nailing company culture

Find out why Trunki places such a high value on company culture – helping it stay innovative, dynamic, fun and responsible. The real challenge is making sure culture becomes embedded.

Watch here (2 mins)

A story in pictures

The building blocks behind Trunki’s cohesive brand are a fascinating one that businesses of all shapes, sizes and sectors can learn from.

Be playful

Trunki founder Rob Law showcases the company’s range of suitcases. The bright yellow handrails and colourful displays act as a reminder of the playful aspect of the brand – the team are self-described “big kids”.

Evolution

Next to his desk, Rob displays Trunki suitcases that represent important steps in the company’s journey. It includes his original cardboard prototype (top left); the corgi Trunki he took to Buckingham Palace to receive his MBE in 2011 (second shelf, on the right) and the London Olympics Trunki that represented a return to UK manufacturing (second from right on the bottom shelf).

Customer service

Trunki’s customer service department keeps parts for each Trunki neatly separated into different jars. If a part breaks or goes missing, they can send customers exactly what they need.

Tagline

Products carry Trunki’s “Get set. Go!” tagline. The company’s tagline is a key part of its positioning as a kids’ outdoor brand, rather than exclusively for airport travel.

Helpful info

Instructions are written in Trunki’s simple, familiar brand voice. It means that both kids and adults can easily understand how to use the product.

Safety

Safety is paramount for any kids’ brand. Trunki’s flagship suitcases have an integrated rubber rim to prevent fingers being hurt when the suitcase is opened and closed.

Practicality

The practical element of Trunki’s brand is best demonstrated by its BoostApak. The children’s booster seat comes folded up, ready to be stored or carried.

Innovation

When needed, the BoostApak can be unfolded and assembled in less than a minute.

Moonshot

When Trunki moved into their new office in a converted chapel, the team created a space-themed design for the building. It acts as a reminder of Rob’s “Big Hairy Audacious Goal” – to see a Trunki on the moon. A photoshopped picture of Neil Armstrong holding a Trunki sits on the wall of the first-floor meeting room.

Mindset

Trunki’s large “escape chute” slide connects the first and second floor. It helps to position playfulness at the heart of the company – and what better way to get into the mindset of their young target audience?

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