On the Road with Charlie Clifford, Founder of ROAM and TUMI Luggage

In 1975, fresh off two years in the Peace Corps in Peru—where he fell for the rustic, handcrafted leather goods he saw locals carrying—Charlie Clifford co-founded TUMI with a modest $10,000 investment. What began as a line of rugged "naked leather" duffels and weekenders grew, over the following decades, into one of the most celebrated names in premium travel gear, eventually selling to Samsonite for roughly $1.8 billion. It's the kind of first act most founders would happily retire on.

Instead, more than four decades later, Clifford did it again. In 2017, he teamed up with fellow TUMI veteran Larry Lein to launch ROAM, a direct-to-consumer luggage brand built on a very different premise. Where TUMI dominates with its sleek black-on-black design, ROAM leans into made-in-the-U.S.A. manufacturing, bright colors and full customization—letting travelers design a suitcase down to the trim, zippers and wheels.

So what does it take to disrupt an industry you helped invent? And what has nearly fifty years of watching travelers move through airports taught him about what a suitcase actually needs to do (and how one should pack it)? We sat down with Clifford to find out.

Can you share an early story about how travel changed your life perspective?

Charlie Clifford: The biggest turning point for me was joining the Peace Corps in Peru after business school. Like a lot of young MBAs, I thought I knew all the answers. Then I arrived in Peru and quickly realized I had a lot more to learn than to teach. The language was new, the culture was different and the way business was conducted required patience, humility and listening. One example is that most Americans expect meetings to start at the appointed hour, but there was a thing called "hora Peruana," which meant meetings normally started 15-30 minutes or more after the scheduled time. Of course, everyone but newly arrived Peace Corps volunteers knew this.

I also learned how important it was to establish a personal connection before plunging into a business discussion. Americans like to get right to the point, while in Peru (and many other cultures) it's customary to exchange pleasantries and share some personal information so both parties feel comfortable before getting down to business.

Those lessons stayed with me throughout my career and were applied while building TUMI and launching ROAM.

You have said that you founded TUMI without reservations or an itinerary—instead of a business plan, you winged it. How did that turn out to be critical to the company's success?

CC: During the Peace Corps, I learned the importance of staying flexible, adapting as circumstances changed and being ready to take advantage of opportunities as they presented themselves. We actually named TUMI from one day to the next, after being offered the opportunity to exhibit our bags at the national luggage show. TUMI was the symbol of the region where we lived during our time in Peru. Looking back, it turned out to be an inspired choice, one that has endured for more than 50 years.

Rather than following a rigid plan, we spent a lot of time talking with retailers, listening to customers and improving the product based on their feedback. We were constantly making changes. Sometimes they were small adjustments, but on other occasions we did things that completely changed the direction of the company, like moving from leather travel bags into ballistic nylon luggage, or adding soft brief bags known for organizational features, which disrupted the market by replacing hard attaché cases.

If we'd been too committed to an original business plan, we would have missed many of those opportunities.

Is that ever your approach to your own travels?

CC: Very much so. I always know where I'm going, but I don't try to plan every hour of the day. Some of my favorite travel memories have come from impromptu conversations with local residents, wandering into neighborhoods I hadn't planned to visit or changing plans because someone recommended a restaurant or museum I otherwise would have missed.

I think travel is more fulfilling if you're able to leave ample room for discovery.

The travel world has changed drastically since you founded TUMI in 1975 and even since you founded ROAM in 2017. What are the most significant changes in the world of travel that you have witnessed over the last 50 years and in the last five?

CC: The biggest change over the last 50 years has been the traveler. When we built TUMI, our core customers were classic road warriors, mostly guys who wore suits and were on the road several times a month. Garment bags were our best-selling product category by far. Wheeled cases were not widely accepted, and soft-side luggage dominated the marketplace. When is the last time you even saw a garment bag while traveling? "Business casual" has become the norm, and this has changed how we pack. Video meetings have replaced some business travel, and trips are often shorter. More people blend work and leisure into the same trip, so "bleisure" travel has become very popular. People are now using luggage with four-to-eight wheels that glide effortlessly and maneuver easily. And hard-side luggage made from lightweight polycarbonate has become very popular due to its impact resistance and resilience.

Over the last five years, I've seen another shift: People increasingly want products that reflect their own personality. There was a time when black luggage became almost a uniform, especially within the business community. Today, travelers want luggage that feels more individual, whether through colors, customization or thoughtful design, which is why we created ROAM.

How have those changes influenced your approach with ROAM?

CC: While TUMI popularized a monochromatic black look, ROAM is all about color and self-expression.

We wanted to create a distinctive design and thoughtful functionality that meets the needs of experienced travelers and provides years of superior performance. By assembling our luggage in the United States, we can offer people the ability to express their personal style by choosing the color of the wheels, binding, handles, zippers and shells to create their own signature look. This level of customization would be impossible with traditional mass manufacturing.

What features do you think make ROAM luggage superior to other options?

CC: We've always believed great luggage should balance three things equally: functionality, performance and aesthetics.

Functionality means features that genuinely improve the travel experience—not gimmicks. Performance means building something that will last for years and stand up to the rigors of travel. And aesthetics matter because your luggage is something you live with every trip and, like the clothes you're wearing, it creates an impression with people you meet during your travels.

We also spend an enormous amount of time sweating the details: how the handle feels in your hand, how smoothly the wheels roll, how the compression board allows you to pack more in less space. Those aren't always the first things people notice, but over years of travel they're often the things they appreciate most.

You have said that you practice the Japanese concept of kaizen in your business ventures. Can you share what that means to you?

CC: Kaizen simply means continuous improvement. I've never believed a product is ever truly finished. You launch it, you listen to customers, you learn, then you improve it—and you keep doing that year after year. We practiced that philosophy at TUMI, and we practice it every day at ROAM. The product we make today is significantly better than the one we introduced several years ago, not because the original wasn't good, but because we've listened to our customers and continued to refine it. I think that's one of the keys to building an enduring brand.

Now, on the subject of travel: Can you share a few of your favorite travel destinations or experiences and why?

CC: I've always enjoyed cities because they have so much energy. Picking a favorite city is like choosing a favorite child, as each city has a personality that makes it special. Paris, Barcelona, London and San Francisco are places I never tire of visiting because there's always another neighborhood to explore, another restaurant to discover, another museum or gallery I haven't seen.

But I also appreciate quieter places. Cape Cod has long been somewhere I enjoy slowing down and recharging. And I love the country villages in Ireland and the warmth of its people. The contrast between vibrant cities and peaceful landscapes is part of what makes travel so rewarding.

What is still on your travel wish list and why?

CC: The Baltic countries—Estonia, Latvia and Lithuania (my maternal grandparents immigrated from Lithuania).

Where do you dream of returning to?

CC: I have many favorites, so it's really hard to narrow them down. I'm most familiar with Europe, so my list includes Spain (Barcelona, Madrid, Seville, Ronda); Italy (Florence, but also Rome, Milan, Venice, Lake Como); France (Paris, Provence); the Netherlands (Amsterdam); and Germany (a mixture of larger cosmopolitan cities and beautiful smaller towns like Rothenburg ob der Tauber).

Do you have a travel uniform or favorite travel clothing items?

CC: The days of packing several business suits are over! Now, I normally travel in jeans with a sweater or polo shirt and comfortable walking shoes. The old road-warrior uniform was much more formal. Today, I value comfort and versatility. Comfortable shoes, lightweight layers and clothing that can work in different situations have become much more important than dressing formally for every flight.

Are you a checked-bag or carry-on-only traveler?

CC: Whenever I can, I travel with a large expandable carry-on. I like the additional capacity and the ability to expand the case and create extra space to accommodate things I might buy along the way. I think packing efficiently makes travel easier, and after decades in the luggage business, I've learned that most of us can get by with less than we think.

What three things are always in your carry-on?

CC: A padded eye mask to block light while sleeping: It's important to get as much sleep as possible on international flights, and I often grab a nap on longer domestic flights. My laptop: I always have email to catch up on and work to do that benefits from being on a plane free from distractions. A lightweight sweater or jacket: I've learned that planes are often uncomfortably cold.

Do you have any travel hacks that you swear by?

CC: I've learned that the best travel "hack" is simply staying organized. That's one reason I love ROAM's hanging compression board—it lets me hang smaller personal items directly in the hotel closet, which saves time and eliminates the need to unpack into hotel drawers. It's a small detail, but after years of traveling, I've come to believe it's the small details that make the biggest difference. I'd also never travel without an expandable carry-on. It gives you flexibility on the return trip, whether you've picked up souvenirs, gifts or simply packed a little less efficiently than you did on the way out.

What travel frustration would you like to see solved?

CC: I'd love to see baggage handling continue to improve. Travel is demanding, and luggage takes a tremendous amount of abuse. That's one of the reasons we've spent so much time focusing on durability. Travelers shouldn't have to worry whether their suitcase will survive the journey.

If you had to sum up the greatest gift of travel, what would it be?

CC: Perspective. Travel reminds us that there are many different ways to live, work and think. It broadens your understanding of the world, but it also teaches you something about yourself. At the end of the day, I think people remember the relationships they build far more than the miles they travel. That's always been the greatest gift for me.