Travel in style with Target’s new affordable luggage line

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Retail juggernaut Target has been gradually wheeling out a series of in-house product lines over time — from its Made by Design houseware basics line to its Cat & Jack kids’ clothing brand. Adding to the constantly growing list of exclusive collections is its newest venture and first foray into the luggage space: Open Story.

Described as a line “made for travel lovers by travel lovers,” Open Story features nearly 40 luggage and accessory items and variations that range in price from $19.99 to $179.99 — price points which they claim are 25-30 percent lower than comparable luggage brands.

The extensive line features trendy and stylish pieces including travel essentials like checked suitcases and carry-ons, smaller travel pieces like weekender bags and backpacks, and storage solution items like packing cubes and mini-cases.

“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, the retailer’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.”

The collection initially launched in stores on Feb. 9, but is now available for online purchase, starting today (Feb. 13). Shop Target’s Open Story luggage line below, separated into categories (suitcases; weekender, garment bag and backpacks; and smaller accessories).


Engineered by Target’s in-house design team, the Open Story collection boasts sleek colors, luxe fixtures and premium features that are usually found only in high-end luggage brands. The suitcases come equipped with a built-in USB port and reliable 360 Hinomoto Silent Run Spinner Wheels.

Open Story luggage functionality and features
Credit: Target

The pieces are also expandable and said to feature 20 percent more storage space than standard suitcases. Take a look at the roller options below and other pieces from the collection.

Shop: Open Story Hardside Carry On Suitcase, $149.99

Open Story Hardside Carry On Suitcase
Credit: Target

Shop: Open Story Hardside 29-inch Checked Suitcase, $179.99

Open Story Hardside 29-inch Checked Suitcase
Credit: Target

Weekender, Garment Bag and Backpacks

Shop: Open Story Weekender Bag, $79.99

Open Story Weekender Bag
Credit: Target

Shop: Open Story Carry On Garment Bag, $79.99

Open Story Carry On Garment Bag
Credit: Target

Shop: Open Story Day Trip Backpack, $79.99

Open Story Day Trip Backpack
Credit: Target

Shop: Open Story Commuter Backpack, $49.99

Open Story Commuter Backpack
Credit: Target

Shop: Open Story City Mini Backpack, $49.99

Open Story Mini Backpack
Credit: Target

Smaller Accessories

Shop: Open Story Hardside Mini Case, $19.99

Open Story Hardside Mini Case
Credit: Target

Shop: Open Story RFID Travel Wallet, $24.99

Open Story RFID Travel Wallet
Credit: Target

Shop: Open Story 4pc Packing Cube Set, $29.99

Open Story 4-Pc Packing Cube Set
Credit: Target

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