From Legacy to Lifestyle: The Evolution of LOJEL
Steering a Family Legacy
As the CEO and third-generation steward of the Taiwanese lifestyle brand LOJEL, An Chieh Chiang carries the mantle of a legacy that began in 1952. His grandfather, Chih Chang Chiang, co-founded Crown Enterprise, initiating what would grow into a globally revered travel brand. What began as a humble venture manufacturing luggage for regional export has transformed into a powerhouse with a vibrant presence in Asia, North America, and now the Middle East.
Grounded Leadership
A product design graduate, Chiang’s journey is rooted in firsthand experience. Having worked in warehousing, product development, quality control, and sales, he fully understands every facet of the brand’s operations. Today, LOJEL is synonymous with understated innovation, a people-first ethos, and an unwavering commitment to sustainability. In this exclusive conversation, Chiang elaborates on LOJEL’s expanding global footprint, its latest entry into the UAE, and how simplicity, community, and conscious design guide its evolving narrative.
Global Expansion and Milestones
A Journey of Curiosity and Commitment
“It has been incredibly encouraging,” Chiang states about LOJEL’s global foray. “Our customers, partners, and LOJEL staff have shaped the brand into a larger family.” With each new market, the company is propelled by a desire to enrich how people traverse the globe. This ongoing journey is filled with inspiration and growth.
Key Business Milestones
When asked about significant achievements over the past 12–24 months, Chiang proudly notes:
- In early 2025, LOJEL opened its first store in the UAE, specifically in Dubai. This aligns seamlessly with the brand’s core values of innovation and sustainability, marking a pivotal milestone in connecting with a global audience.
- The North American market welcomed its first store in Vancouver in 2024, followed by plans for a second location in Montreal.
- LOJEL’s Asian presence expanded with a flagship in Hong Kong and additional outlets in Singapore, Malaysia, Thailand, and Cambodia.
Lessons Learned and Challenges Faced
Navigating Growth Challenges
“Growth always comes with operational and cultural challenges, especially on a global scale,” Chiang reflects. One crucial lesson has been the importance of staying directly connected to customers and their evolving travel experiences. “Growth must be purposeful,” he emphasizes, conveying that rapid expansion should be executed with intention and integrity.
Innovations and Futures
LOJEL’s commitment to sustainability is at the forefront of its innovation. In 2024, they achieved The Climate Label Certification, underscoring their commitment to reducing emissions and aiming for net-zero targets. Moreover, the rebranding of their HR department to People & Culture showcases an increased focus on inclusivity and equal opportunity across their global offices.
The Future: Vision 2026
Cautiously Optimistic
“We remain cautiously optimistic about our future,” Chiang shares, looking toward 2026 with plans that include seasonal drops, limited-edition collaborations, and insights into the evolving nature of travel. Listening and adapting will remain central to LOJEL’s ethos.
A Vision for Mindful Movement
LOJEL envisions crafting carry essentials that empower mindful movement and support sustainable lifestyles. “Simplicity is our guiding principle,” Chiang asserts, as the brand aims to deliver straightforward, ethical, and effective solutions that resonate with consumers.
Engaging with the UAE Market
Positive Responses
Since opening its first store in the UAE, Chiang reports an overwhelmingly positive response. “UAE travellers appreciate well-crafted gear that blends functionality with design,” he notes, highlighting how LOJEL’s direct presence enhances customer connection and brand loyalty.
Local Adaptations
To resonate with regional preferences, LOJEL has adjusted its product offerings, introducing locally favored colors, sizes, and styles. Payment flexibility through platforms like Tabby and Tamara enhances accessibility, while maintaining a consistent global pricing strategy.
Strategic Plans Ahead
Looking Forward
LOJEL continues to pursue both digital and offline growth. The strategy involves expanding in prime retail locations, collaborating with regional influencers, and forging strategic partnerships. They’re also maximizing outreach through Bagsy.ae, their regional online retail partner.
LOJEL At A Glance
- Founded: 1989 in Japan
- Current HQ: Hong Kong
- Global Presence: Sales across 15+ countries including the UAE, Japan, Singapore, Malaysia, and Canada
- Retail Expansion: New stores opening in Dubai, Vancouver, Montreal, and Hong Kong from 2024 to 2025
- Special Campaigns: Stories of Togetherness for Ramadan 2025, Made to Move for the launch of Cubo Lite
By maintaining a commitment to sustainability and innovation, LOJEL isn’t just a brand; it’s a lifestyle deeply rooted in its legacy, promising to empower freedom of movement while fostering community connections. As they continue this transformative journey, the world eagerly awaits what’s next from LOJEL.
For more on LOJEL’s inspiring journey and sustainability efforts, visit LOJEL Official.
