Briggs & Riley 2008 Press Room


Georgene Rada - Vice President of Design and Product Development Briggs & Riley Travelware

Georgene Rada is Vice President of Product Development and Design at Briggs & Riley Travelware, a leading luggage brand that offers a variety of innovative, high-performance collections, each aimed at a specific user lifestyle. Rada is responsible for all product development and design direction for the company. Her contributions have expanded the product assortment and have contributed to the 100% growth of the company since its acquisition in 2001. A 20-year veteran of the Luggage and Leather Goods industry, Rada brings with her a wealth of experience. She has served in tandem as VP of Product Development and Design to the principal company, United States Luggage. Previously, she served as VP of Product Development/Design for a variety of companies, including Travelpro, The French Company and Ricardo Beverly Hills. Her experience has spanned across categories, such as handbags, sports bags, leather accessories, business cases and gift product. In addition, she was the sole proprietor of a small publishing company, Rada Publications, which enjoyed success with both major book-sellers and independent stores. As the senior product development executive, Rada believes that understanding end user needs coupled with the needs of the retailer are primary. “Having insight into how lifestyle, as well as social and economic changes can affect product needs is a crucial aspect that keeps Briggs & Riley in the forefront of development. We pride ourselves on being the first to market with patented concepts that provide ease and comfort to the end user. ‘Smartly engineered travelware’ is our mantra.” Having always been an avid traveler, Rada is an experienced end user. Since an early age, she has been traveling the globe for both business and pleasure. Born and raised in Los Angeles, CA she received her degree in Fine Arts from California State University at Los Angeles. She also attended Otis Art Institute and Parsons School of Design in New York. She received a teaching credential for the Community Colleges in California and was an instructor of Art and Design in the college for several years early in her career. Her involvement in the Luggage Industry is a part of her family heritage. Her grandfather George Byers, owned and operated the Southern California Trunk Company in the early 1930’s. Rada resides on Long Island, NY, and also enjoys her home in Palm Springs, CA.

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