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Leading live streaming provider partners with luxury global brand TUMI to launch live e-commerce platform

New partnership between BeLive Technology and TUMI to power live shopping experiences, enabling consumers to purchase luxury travel and lifestyle essentials in real-time

SINGAPORE: Live streaming solutions provider BeLive Technology has, today, announced the launch of ‘TUMI Live’ in partnership with TUMI, a global luxury travel and lifestyle brand. This collaboration aims to revolutionise the way products are bought and sold, through real-time interaction showcasing the latest collections. Anchored by a host, live streaming enables avid shoppers to purchase their favourite TUMI products, be it backpacks, premium luggage and accessories and even lifestyle products in real-time.  BeLive Technology is the leading provider of live streaming solutions in Southeast Asia and has powered solutions for brands such as Zalora, Rakuten Group, and Bukalapak. It operates from three locations including Singapore, Vietnam, and Shenzhen. To this date, BeLive Technology delivered 3.3 billion minutes of live video to over 100 million viewers worldwide, and this number is set to increase with this latest partnership.

The new platform, TUMI Live, allows for direct live shopping, real-time customer engagement, and sentiment analysis among TUMI’s users across Southeast Asia. It enables direct engagement with viewers opening up two-way communication between shoppers and the premium retailer. By providing this platform for real-time interaction between users and TUMI, the brand can capture shoppers anytime, anywhere, and engage with them in a more meaningful way than ever before.

TUMI is under the umbrella of Valiram, Southeast Asia’s leading luxury and lifestyle retail specialist, and TUMI Live is the first of a series of projects in partnership with BeLive Technology. Valiram was created in 1935 within the traditional realm of retail with the goal of finding the best brands and locations and giving customers an exceptional experience in physical stores. With the current push into digital transformation powered by BeLive Technology, the Valiram business is in motion to expand its mission into the connected world. The company expects to roll out live shopping solutions for other brands under its umbrella, with Bath and Body Works already in the pipeline.

Following months of lockdown and social distancing as a result of COVID-19, consumers have been forced to shop differently with an intent to shop online continuing to increase. According to research by J.P. Morgan, the average online spending in Singapore is more than SGD 2,200 annually, with mobile commerce growing stronger and projected to expand at a compound annual growth rate of 13.6 percent by 2023. A report by iPrice Group also revealed that during the pandemic, Singapore witnessed a surge of 35 percent in website traffic from online shopping platforms.

Commenting on the new partnership between BeLive Technology and TUMI, Kenneth Tan, CEO, and Co-founder of BeLive Technology, said:

“We are delighted to be partnering with TUMI and providing a live streaming platform that will undoubtedly help build brand advocacy and increase customer loyalty. Live streaming can help retailers increase sales while maintaining brand awareness. With the rise of e-commerce and consumer behaviour shifting to browse-and-buy since the COVID-19 pandemic, live shopping solutions can be a gamechanger for businesses across Southeast Asia. TUMI Live goes beyond a traditional social media live show as it provides a path to purchase while delivering meaningful content, offering a truly integrated customer experience. By combining market-leading digital capabilities with online retail experiences, we are confident that this partnership will be a huge success.”

Mukesh Valiram, Valiram Executive Director added:

“This partnership with BeLive Technology comes at the perfect time for us. As the world embraces digital transformation, we are delighted to provide a powerful live commerce platform for customers. We believe that there are a lot of opportunities available to engage with audiences via social media and the live commerce capability goes beyond that by enabling users to purchase products directly via the platform. Due to a combination of great content and secure online shopping features, TUMI now has the ability to deliver a personalised and seamless retail journey to the customer.”


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ClearStory International, 

P: +353-85-725-0914



About BeLive Technology:

BeLive Technology is the leading provider of live streaming solutions in Southeast Asia. BeLive Technology’s platform employs advanced artificial intelligence and machine learning developed specifically for live video analysis, live shopping, and interactive live streaming. Live streams powered by BeLive Technology have reached more than 100 million viewers worldwide, amounting to more than 50 million hours of content. BeLive Technology employs 50 people across its locations in Singapore, Vietnam, and Shenzhen. For further information please visit:

About TUMI

Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with approximately 2,000 points of sale. 

For more about TUMI, visit www.TUMI.MY  

About Valiram  

Valiram was established in 1935 in Kuala Lumpur, Malaysia, originally specialising in the textile trade. Today, Valiram is Southeast Asia’s and Oceania’s leading luxury and lifestyle retail specialist with a presence in Malaysia, Singapore, Indonesia, Thailand, Australia, Macau, Philippines, and New Zealand, Operating more than 400 stores, a number that continues to grow, the group represents international brands across various categories, from fashion and accessories, timepieces and jewelry, perfume and cosmetics to confectionery and F&B. Its portfolio comprises internationally renowned brands such as Chloe, Michael Kors, Steve Madden, Tumi, Tory Burch, Rolex, Bath & Body Works and Victoria’s Secret, as well as original and innovative retail concepts including Luxury Fashion, Swiss Watch, Flying Emporium and Beauty Love. Discover more at or join in the conversation on Facebook and Instagram: #Valiram.

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