The collection features almost 40 new travel-focused products — so consider yourself OOO!

By Hannah Chubb
February 13, 2020 01:33 PM
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Open Story/Target

Caught the travel bug? You might want to start planning your next trip to Target first!

The mega retailer launched a new owned brand of luggage and travel accessories, available both in stores and online now. The line, called Open Story, will be exclusive to Target, and will feature almost 40 new items in a variety of fashion-forward colors — from packing cubes to carry-ons to makeup bags and everything in between. 

The items start at $20, and you can find them in the luggage department.

Engineered by Target’s in-house design team, the new pieces are stylish and functional, with many of the same features as popular luggage brands like Away.

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Open Story/Target

Buy It! Mini Backpack, $49.99,

Open Story/Target

Buy It! Travel Wallet, $24.99,

Open Story/Target

Buy It! Checked Suitcase, $179.99,

Open Story/Target

Buy It! Carry On Suitcase, $149.99,

Buy It! 4pc Packing Cube Set, $29.99,

For example, the carry-on and checked luggage feature built-in USB ports, heavy duty zippers, integrated TSA locks, 360-degree spinner wheels and expandability. Many of the bags and backpacks feature trolley sleeves, so you can slide them over the handle on a roller bag to transport both with ease in the airport. 

Unlike many of the recent trendy travel launches, the entire line costs between $19.99 and $179.99 (with the hardside mini case being the least expensive and the large checked luggage being the most expensive).

The most similar low-cost option is likely Amazon’s Basics line, which offers a 21″ roll aboard for $50.

Open Story/Target

Buy It! Traveler Backpack, $119.99,

Open Story/Target
Open Story/Target

Buy It! Commuter Backpack, $49.99,

“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, Target’s senior vice president and chief design officer in a press release. “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.”

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Currently, the items are available in colors like champagne, wrought iron, olive, black, violet, cedar and tan, though the brand says that more colors — and more products — will be rolling out throughout 2020.