As CEO and third-generation steward of the Taiwanese lifestyle brand LOJEL, An Chieh Chiang carries forward a legacy that began in 1952 when his grandfather, Chih Chang Chiang, co-founded Crown Enterprise. What started as a modest operation manufacturing luggage for regional export has since evolved into a globally respected travel brand with a presence across Asia, North America, and now the Middle East.
A product design graduate, Chiang’s leadership is grounded in hands-on experience—having rotated across warehousing, product development, quality control, and sales before stepping into the role. Today, LOJEL is recognized for its understated innovation, people-first ethos, and commitment to sustainability. In this exclusive conversation, Chiang reflects on the brand’s expanding global footprint, LOJEL’s recent entry into the UAE, and how simplicity, community, and conscious design continue to steer its journey.
Tell us a little about LOJEL’s journey globally. How has it been so far?
It has been incredibly encouraging. Our customers, partners, and LOJEL staff have helped shape the brand into a larger, closer family. With each market we enter, we’re driven by curiosity and commitment to improve how people move through the world. This journey continues to unfold with inspiration.
What are the major business milestones that LOJEL has achieved in the past 12–24 months?
In early 2025, we proudly opened our first store in the UAE—Dubai, to be specific. The region aligns closely with our values of innovation and sustainability. It’s an important milestone that connects us to a global audience in a meaningful way. We also launched our first North American store in Vancouver in 2024 and are preparing to open our second in Montreal. Across Asia, our presence expanded with a flagship in Hong Kong and multiple outlets in Singapore, Malaysia, Thailand, and Cambodia.
What challenges and key learnings have shaped LOJEL’s growth over the last few years?
Growth always comes with its share of operational and cultural challenges, especially when scaling globally. One key learning has been to stay deeply connected to our customers—listening closely to how their journeys are evolving. Another is that growth must be purposeful. It’s not just about expanding fast but doing so with intention and integrity.
What are some recent innovations at LOJEL in the areas of digital transformation, human resources, and sustainability?
Sustainability is at the heart of our product and supply chain innovation. We earned The Climate Label Certification in 2024, which verifies our investments in reducing emissions and committing to net-zero targets. From a people standpoint, we rebranded HR as People & Culture, reinforcing inclusivity and equal opportunity across our offices in Asia, Europe, and North America.
What does the future look like for LOJEL as we move into 2026?
We remain cautiously optimistic and committed to sustainability and relevance. We’re preparing for more seasonal drops, limited-edition collaborations, and expanding our understanding of how travel continues to evolve. Listening and adapting remain essential.
What vision are you working toward for LOJEL in the coming months?
We want to design carry essentials that empower mindful movement and support sustainable lifestyles. Simplicity is a guiding principle—we aim to create straightforward, ethical, and effective solutions that people can trust and enjoy.
Since opening your first store in the UAE, how has the response been?
Very positive. UAE travellers appreciate well-crafted gear that blends functionality with design. Our direct presence has allowed us to offer a tactile product experience, which deepens customer connection and brand loyalty.
Have you made any changes to product offerings or pricing for this region?
Yes, we’ve adapted our range to include regionally preferred colours, sizes, and styles. We also offer flexible payment options like Tabby and Tamara to improve accessibility. While pricing is consistent globally, we’ve localized the in-store experience to align with shopping behaviours during events like the Dubai Shopping Festival.
What are your strategic plans for the region moving forward?
We’ll continue growing both digitally and offline. We aim to expand our presence in key retail locations, collaborate with regional influencers, and build strategic partnerships. We’re also expanding our reach via Bagsy.ae, our regional online retail partner.
LOJEL At A Glance
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