British luggage brand Antler is undergoing a relaunch in order to establish itself as the leading luxury travel brand in the market. Partnering with creative studio Frosty, the company has developed a new campaign that showcases its fresh direction as a “100-year-old start-up.” Despite being 110 years old, Antler faced financial instability before being acquired by Australia-based Strandbags Holdings Pty Ltd in 2020. However, owner Michael Lewis believes in the brand’s potential and is determined to relaunch it successfully.
Headed by Managing Director Kirsty Glenne, Antler will prioritize its historical tagline “For Those Who Travel Often” and capitalize on its commitment to delivering high-quality products. The company expects to tap into the emerging trend of “revenge travel” in 2022, as consumers eagerly seek to resume their travel experiences after a prolonged period of restricted mobility. Antler’s performance remained strong during the challenges posed by the pandemic, with revenues reaching £30 million and a rapidly growing digital community of nearly 500,000 customers.
Looking ahead, Antler plans to expand its online presence on a global scale and explore wholesale opportunities. Notably, the brand has established partnerships with renowned retailers such as Selfridges, John Lewis, Next, and David Jones. These alliances will further contribute to the company’s growth strategy. To complement the relaunch, Antler has introduced a refreshed brand wordmark and logo, as well as an improved warranty for its products. Additionally, the company has invested in developing new offerings and has partnered with the private members club operator Soho House Group to provide exclusive travel experiences and content.
The relaunch campaign aims to reinforce Antler’s association with inspirational travel while appealing to both existing and potential customers through a blend of modernity and heritage. The brand’s objective is to position itself as a trusted travel companion, enabling customers to create enduring memories through their journeys.
Useful links:
1. Antler Official Website
2. Selfridges Retailer
