ITO

Name

ITO

Legal name

ITO LUGGAGE LIMITED

Website

https://itotravel.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Travel Luggage

NAICS

Luggage and Leather Goods Retailers (458320)

akta.pro primary industry

Leather Travel Goods & Luggage (CRAKAEAC)

akta.pro secondary industries

Backpacks & Travel Bags (CRAAAJAB), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Travel luggage
• Carry-on suitcases
• Travel backpacks
• Luggage accessories
• Premium luggage

Headquarters

HQ city

Xuhui

HQ country

China

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for luggage, bags, and travel accessories through e-commerce and retail channels. Products sold at various price points from $135 to $695 depending on product category and size.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

ITO designs, manufactures, and sells premium hard-shell and soft-body travel luggage (PISTACHIO, PISTACHIO 2, PISTACHIO PLUS, and GINKGO 4 series in carry-on, check-in, and trunk sizes) along with travel bags (TRUFFLE, PORCINI, MYCENA backpacks, PORCINI tote, WEEKENDER duffel) and travel accessories (luggage covers, tags, packing organizers). Its products are differentiated by proprietary patented features including the TSA-approved PEBBLE flip-lock, 360° TRANQUILNESS silent wheels, a 7A anti-virus antibacterial lining, and aluminum alloy telescopic handles.

Product overview

ITO is a luggage and travel accessories company founded in 2007, offering a comprehensive travel product portfolio. The core offering consists of hard-shell luggage (PISTACHIO, PISTACHIO 2, PISTACHIO PLUS, and GINKGO series) available in carry-on, check-in, and trunk styles with features like TSA-approved locks, 360° silent wheels, and anti-virus linings. The bags collection includes TRUFFLE (standard and pro versions for urban/travel use), PORCINI (premium business bags with British wool and leather), and MYCENA (foldable lightweight bags) lines. Accessories include packing organizers, luggage covers, and tags. All products emphasize lightweight design, durability, and thoughtful organization. The company has won design awards including Red Dot (GINKGO 2014) and iF Design Award (PISTACHIO 2019).

Differentiator

Problem solved

Functional benefit

Brands

• ITO RAW PROJECT: A sustainability initiative that transforms work-in-process items (production waste with unique color patterns or minor flaws) into valuable, one-of-a-kind travel products.
• ITO WORKSHOP

Products and services

• PISTACHIO striped Carry-On Luggage Lightweight carry-on hard-shell suitcase built on ITO's 'moderate lightness' philosophy, featuring the signature PEBBLE TSA-approved flip-lock, 360° silent wheels, and 37L capacity at 5.9 lb. Designed for weekend getaways, short business trips, and airline carry-on compliance.
• PISTACHIO 2 striped Carry-On Luggage Upgraded carry-on hard-shell with redesigned interior, improved organization, detachable dirty-clothes bag, and digital-inspired colorways. 37L capacity at 6.17 lb, suited to short trips and digital-nomad aesthetics.
• PISTACHIO PLUS striped Carry-On Luggage Carry-on evolution of the PISTACHIO line with extra packing room while staying in the 'moderate lightness' range; features TSA-approved PEBBLE flip-lock, 360° TRANQUILNESS wheels, QUICK-ACCESS front pocket, and 7A anti-virus lining. 36L capacity at 7.9 lb.
• GINKGO 4 striped Carry-On Luggage Oriental-elegance carry-on built on a 'circle and square' design language, featuring the patented ITO PEBBLE round lock, 35L capacity at 8.82 lb. Awarded the 2014 Red Dot Design Award as part of the GINKGO series.
• GINKGO 4 striped Trunk Check-In Luggage (Medium/Large) Trunk-style check-in hard-shell in the GINKGO 4 line with the patented 3/7 split structure for boots, helmets, and bulky gear, TSA-approved PEBBLE round lock, and 360° silent wheels. Available in medium and large sizes, with the large Check-In at 103L and 13.7 lb.
• PISTACHIO 2 striped Trunk Check-In Luggage iF Design Award-winning trunk-style check-in featuring the 3/7 split interior, detachable dirty-clothes bag, closed U-shaped pocket, and anti-virus lining. 56L capacity, suited to extended trips and bulky-item packing.
• TRUFFLE pro Backpack 12L Work-smart laptop backpack with side-access laptop pocket, travel-ready back panel for luggage-handle attachment, horizontal wide-access opening, and dedicated 14-inch laptop protection. 12L capacity at 2.2 lb, sold in Vapour Gray, Sooty Black, and Palm Brown.
• TRUFFLE Backpack 2 (12L and 18L) Urban-rhythm backpack made with premium Camira UK fabric, featuring hidden back compartment, YKK zippers, dedicated laptop compartment, and RFID anti-forgery label. 12L (1.5 lb) and 18L variants in Range Blue, Paddy Yellow, Pine Brown, and Chalk White.
• PORCINI Backpack 20L Premium business backpack made from British Camira Penta wool with Teflon Technology and full-grain leather accents. Features thick wide shoulder straps, external quick-access pockets, padded 16-inch laptop compartment, and 7A-grade antibacterial lining.
• PORCINI Tote 14L Business travel tote in Camira Penta wool with Teflon Technology, featuring padded 14-inch laptop sleeve, clear interior organization, back zipper pocket, and travel-ready back design for attachment to luggage handles. 14L capacity in Dusk Brown and Blush Apricot.
• MYCENA Backpack Lite 15L Foldable 15L backpack made with CORDURA Naturalle fabric featuring ITO Protection Plus (waterproof, oil-proof, stain-proof). Weighs 0.70 lb, uses nylon drawstring closure, and can hold a 14-inch laptop.
• MYCENA Backpack 15L Lightweight 15L foldable travel backpack with minimalist design language and ergonomic shoulder straps engineered for comfort with heavier loads.
• WEEKENDER Bag 36L Lightweight 36L weekend duffel for short trips and gym use, made with CORDURA Naturalle fabric tested to 200,000 abrasion cycles, featuring waterproof/oil-proof/stain-proof protection, independent shoe compartment, and magnetic pockets. 2.3 lb.
• PISTACHIO Luggage Cover Snug-fit protective cover for PISTACHIO luggage, shielding the case against scratches, scuffs, and travel wear.
• LUGGAGE TAG 2 Customizable silicone luggage tag with secure fastening and modern design, available in Cool Blue and Vibrant Orange.
• ORGANIZER Bento System Packing organizer with antibacterial lining that eliminates 99% of bacteria even after 30 washes. Includes a built-in removable laundry bag and is offered in S, M, L, and XL sizes. Meets EU RoHS standards.

Quantifiable outcome

• 7A-grade antibacterial efficacy maintained after repeated washes (certified to T/SZTIA 001-2023 standard)
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Away: Design-led DTC luggage brand founded in 2015 that achieved scale through direct online sales, premium positioning ($200-$500+), and a multi-product travel ecosystem, mirroring ITO's playbook.
• Monos: Premium DTC luggage brand focused on minimalist hard-shell suitcases with proprietary design language. Same premium DTC + design-led positioning as ITO with comparable price points ($300-$700).
• Rimowa: Premium hard-shell luggage brand (LVMH) renowned for patented groove/frame design and iconic aluminum and polycarbonate cases. Operates in the same premium hard-shell category as ITO's PISTACHIO and GINKGO series.
• July: Australian-born DTC luggage brand emphasizing design-led carry-ons with brand storytelling similar to ITO. Directly comparable product line and price ladder.
• Briggs & Riley: Premium carry-on luggage brand focused on frequent business travelers with lifetime warranty proposition. Overlapping customer segment with ITO's frequent-traveler target.
• Tumi: Established premium luggage and business bag brand serving frequent business travelers. Comparable premium positioning and overlap in carry-ons, backpacks, and business totes targeted at ITO's professional segment.

Broad incumbents

• Samsonite: World's largest luggage brand offering carry-ons, check-ins, and travel accessories at multiple price tiers. Directly comparable product category but at vastly greater scale and global distribution than ITO.
• Osprey: Established premium travel pack and daypack brand. Comparable in the backpack and duffel product lines (TRUFFLE, MYCENA, WEEKENDER) though with stronger outdoor/adventure orientation.

Emerging players

• Horizn Studios: European design-led smart luggage DTC brand serving a similar premium-tech traveler niche. Useful as a comparison point on how ITO might expand into European/US markets.

Others

• Crumpler: Australian bag brand with direct overlap in urban travel packs and totes. Comparable on product category and APAC market presence but operates at a more accessible price point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/itotravel
• Instagraminstagram.com/itotravel
• Pinterestpinterest.com/itotravelofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ITO