Rascasse Audience Intelligence

Samsonite Target Market in Germany

A data profile of the people who buy, follow and care about Samsonite in Germany — modelled from more than twelve digital signal sources. Samsonite has an estimated audience of 1,065,020 people in Germany.

#5among Bags and accessories in Germany#807among Brand in Germany#336in Fashion & Accessoires

The average Samsonite fan in Germany is 40.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Tumi, Buccellati, WeTransfer, with strongest over-indexing on Tumi (45.31× the country average).

Demographically, the Samsonite audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Samsonite fan in Germany is more female, around 40.6 years old, with strong Design Affinity tendencies and a notable affinity for Tumi.

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Samsonite profile in Germany.

Audience size
1.1M
in Germany
Gender
64.0%♀
36.0% male
Age
40.6
average years
Country rank
#6165
Brand in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Samsonite

64.0% are female, 36.0% are male, average age 40.6.

Fig. 02

Gender split

64.0%
Female
36.0%
Male
Demographic split for Samsonite audience in Germany
MetricValue
Female64.0%
Male36.0%
Average age40.6
Estimated audience size1,065,020
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Samsonite audience in Germany
Age bracketShare%
16-1914%
20-2920%
30-3922%
40-4925%
50+19%
Fig. 04

Worldwide distribution

7.5%

of the worldwide Samsonite audience comes from Germany.

Worldwide audience distribution share by country for Samsonite
CountryShare
United States11.5%
Italy9.8%
Germany7.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Samsonite audience in Germany is strongest.

Fig. 05

Top regions by affinity

Samsonite customers by region in Germany
#RegionReachAffinity×
01Berlin~90K1.81×
02Hessen~100K1.47×
03Bayern~200K1.36×
04Hamburg~30K1.27×
05Nordrhein-Westfalen~300K1.13×
06Baden-Württemberg~200K1.12×
07Bremen~10K1.08×
08Rheinland-Pfalz~50K0.92×
09Brandenburg~30K0.89×
10Niedersachsen~90K0.83×
11Schleswig-Holstein~30K0.81×
12Saarland~10K0.80×
13Thüringen~20K0.68×
14Sachsen~40K0.67×
15Sachsen-Anhalt~20K0.67×
16Mecklenburg-Vorpommern~10K0.61×
Fig. 06

Affinity by region

Affinity by region — Samsonite, Germany
0.61×1.00×1.81×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Samsonite audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Samsonite audience
#·InterestCategoryAffinity×
01TumiFashion & Accessoires45.31×
02BuccellatiFashion & Accessoires44.53×
03DelseyFashion & Accessoires40.17×
04mikimotoFashion & Accessoires34.43×
05American TouristerFashion & Accessoires33.30×
06EastpakFashion & Accessoires12.62×
07VuelingTravel & Leisure9.85×
08RimowaFashion & Accessoires9.57×
09Rings (gymnastics)Sports7.19×
10Got BagFashion & Accessoires6.85×
11Lily CollinsMovies & TV6.56×
12WeTransferInternet & Social Media5.28×
13GitHubInternet & Social Media4.45×
14Dog loversPets & Animals2.57×
15RitualsBeauty & Wellness2.43×
16GmailInternet & Social Media2.31×
17Home DesignHome & Garden2.27×
18TK MaxxShopping2.26×
19FoodFood & Beverages1.65×
20Arts and musicArts & Culture1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Samsonite audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Samsonite audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.06×
Early Adopter MentalityPOWER1.91×
Luxury OrientationPREMIUM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Samsonite audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.31×
PatriotismCONSERVATISM0.47×
Community OrientationOPEN0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Samsonite's target market in Germany?

Samsonite's target market in Germany covers an estimated 1,065,020 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Samsonite customers?

64.0% of the Samsonite audience are female, 36.0% are male, with an average age of 40.6 years.

03

Which brands do Samsonite fans like most?

Samsonite fans show strongest brand affinity for Tumi (45.31×), Buccellati (44.53×), and WeTransfer (5.28×) over the country average.

04

Where do Samsonite fans live in Germany?

Samsonite fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Samsonite fans also like?

Beyond Samsonite itself, the audience over-indexes on Buccellati (44.53×), WeTransfer (5.28×), American Tourister (33.3×), and Rings (gymnastics) (7.19×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Bags and accessories audiences in Germany

See Samsonite audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Samsonite. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →