SME

By FedEx | First published: May 16, 2024   Updated: January 24, 2025

With origins in Florence, Italy, Tocco Toscano has crafted high-quality luxury leather bags since the mid-1980s. Discover how this homegrown Singapore brand embraced digital innovation and modernized operations to meet the evolving needs of today’s online consumers.

• Established in the 1980s and based on the founder’s passion for Tuscan leather craftsmanship, Tocco Toscano has been reinvented as a modern e-commerce brand for Asian markets.
• CEO Joseph Lor has revitalized the family business, using e-commerce and digital innovation to market luxury leather goods to a new generation.
• With a focus on pop culture trends and clever craftsmanship, the Singapore-based brand continues to celebrate its Italian heritage, winning loyal customers in Asia and beyond.

In the glamorous world of fashion, not all stories start on the runways of Milan or ateliers of Paris. For Tocco Toscano, a Singapore fashion label specializing in leather goods and accessories, the journey began in an unlikely place. 

Label founder James Lor was first introduced to leatherwork in the mid-1980s, as part of a rehabilitation program binding leather bibles. This serendipitous introduction to leather craftsmanship kindled an unlikely passion, steering him towards founding Italian leather goods label Tocco Toscano in 1987.

From apprentice to master craftsman

James started out selling leather belts door-to-door. Eager to hone his leather craftsmanship, he entered an apprenticeship with a master craftsman in Florence, Italy. The Italian craftsman also sold bespoke leather items under the Toscano label. 

As the apprenticeship drew to a close in 1987, James secured the licensing rights to market Toscano goods in Asia, before eventually buying the trademark outright in the mid-1990s. With this transformative move, the brand rebranded as Tocco Toscano, or 'Touch of Tuscany’, aiming to introduce luxury leather goods to a broader Asian audience.

Now operating as an e-commerce leather goods business and stocked in department stores across Southeast Asia, Tocco Toscano focuses on appealing to younger, fashion-driven consumers who value quality.

Evolving for the e-commerce generation

Capitalizing on the growing popularity and demand for affordable luxury goods from Europe, Tocco Toscano worked on expanding its reach to customers worldwide. Joseph Lor, the son of founder James, has been a key player in the transition from legacy brand to online retailer. 

Marketing the brand to a new, contemporary audience meant reinventing sales platforms and shifting customer touchpoints from offline to online. As well as focusing on e-commerce, Joseph targeted a new customer base, driving discoverability through social platforms like Instagram and TikTok. 

To better appeal to Gen Z consumers and their purchasing habits, Tocco Toscano has launched new ranges of vegan and plant-based leather. The brand has also embarked on high-profile collaborations with popular consumer brands and cultural icons across Asia, from Chupa Chups and Hello Kitty to Singapore Airlines.

Building resilience and overcoming challenges

For Tocco Toscano, reinvention and a change of stewardship came at just the right time. With the industry’s mass pivot to e-commerce, traditional fashion labels faced the risk of being left behind. What’s more, when Joseph took over as CEO in 2016, the brand was also struggling with cash flow issues and debt. 

With outdated processes and an operations strategy ill-suited to the modern retail landscape, Tocco Toscano needed to transform quickly to survive.

Establishing an e-commerce arm and investing in digitalization, Joseph worked around the clock to save the company from bankruptcy and turn their fortunes around.

As Tocco Toscano tapped new markets and began to send more products overseas, other challenges emerged. To deliver a seamless, cross-border customer experience, supply chain logistics needed to be ironed out. 

Initially, high shipping costs were a significant barrier to success, impacting both operational efficiency and customer affordability. Repeat issues with missing or damaged packages also resulted in prolonged resolution times and heightened customer dissatisfaction. Tocco Toscano found themselves facing obstacles that threatened their expansion plans, brand reputation and customer loyalty.

Working with FedEx to improve shipping efficiency and customer satisfaction

Recognizing the need for a reliable logistics provider, Tocco Toscano forged a strategic collaboration with FedEx in 2022 – which has led to notable improvements in fulfillment efficiency and customer satisfaction.

Through reliable on-time deliveries and advanced tracking features, we reduced delays and bolstered package security, increasing trust and satisfaction with Tocco Toscano’s customers. Near-real-time shipment tracking and flexible shipping solutions through FedEx International Priority and FedEx International Economy provide customers with visibility and peace of mind. 

The result? A rise in customer satisfaction has paved the way for increased overseas demand and expanded market reach. 

Expanding a fashion brand in Asia

Looking ahead, Tocco Toscano plans to expand into new e-commerce markets, including Hong Kong and Indonesia. By leveraging our services, the luxury leather brand aims to widen audience reach and cement its position in the industry by doubling down on customer experience.

Tocco Toscano’s journey shows the transformative power of strategic collaborations. The brand’s successful evolution highlights the critical importance of digital strategy and customer-centricity to drive growth in a highly competitive landscape.

For more real-life stories of how fashion brands are evolving to keep pace with e-commerce, read more Small Business Stories here.