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American Tourister began in 1933, shortly after travel had become a mainstream activity that was affordable to a broad consumer audience. As a result of this shift, entrepreneur Sal Koffler saw a need for travel pieces that were both strong and inexpensive, so he set out to build a tough suitcase that he could sell for a dollar. Not only did Koffler succeed, but in the process, he built what has become one of the most highly recognized brand names in the United States.