Long before 9/11 and the profound changes that event brought to the industry, personal travel had lost its excitement and romance for many. The core of the Edwards Luggage program was to reposition the well-respected "gift and luggage" store to a more contemporary and emotive "travel store" in preparation for regional expansion.

After the successful design of the Edwards Luggage outlet store in Milpitas, CA—where cash wraps were cleverly styled like airport ticket counters, luggage sets were merchandised on mock turnstiles, and a simulated airplane cabin allowed shoppers to test the size of carry-on luggage—members of the Anza team helped to transform Edwards' flagship store in San Mateo, CA to a richer, more inviting, and more entertaining shopping experience that helped rekindle the enthusiasm and sense of anticipation for travel.