British luxury luggage brand Antler is undergoing a complete rebranding effort in order to regain its position as “THE British Travel Brand.” Over the past year, the brand has worked closely with creative studio Frosty, which includes former Burberry creatives, to carry out a comprehensive rebranding campaign. This relaunch includes a new campaign set to launch on Monday, which serves as a showcase of the brand’s new direction as a “100-year-old start-up” following a significant overhaul.

Antler, which is technically 110 years old, is owned by Australia-based Strandbags Holdings Pty Ltd. In recent years, the brand has faced difficulties, including going into administration in 2020, just three years after being acquired by private equity firm Endless. The acquisition by Strandbags was also disrupted by the pandemic and associated travel restrictions. However, Strandbags owner Michael Lewis recognized the potential of Antler and reacquired the brand out of administration, bringing in a new management team led by MD Kirsty Glenne. Glenne, who has experience at Alexander McQueen and, plans to focus on the brand’s historical tagline “For Those Who Travel Often” and reconnect with its roots.

Antler aims to take advantage of the anticipated “revenge travel” trend in 2022 and expand its digital community, which currently consists of nearly 500,000 customers and social media followers. The brand has adjusted its distribution network and now operates as a direct-to-consumer (D2C) business in the UK and Australia. It has also expanded to Europe and recently had a soft launch in the US. Antler plans to continue growing its online presence and explore select wholesale opportunities. The brand’s new line of products, inspired by British design and craftsmanship, will make their debut in the AW23 season.

As part of its relaunch, Antler has refined its brand logo and introduced an upgraded lifetime warranty. The design team drew inspiration from influential British creatives of the 20th century, such as Barbara Hepworth and Henry Moore. The logo has been transformed into a more versatile and functional image. Additionally, Antler has partnered with private members club operator Soho House Group as its official travel partner, providing exclusive experiences and content for its customers.

The brand’s new campaign focuses on showcasing its heritage and connection to inspiring travel. It aims to reconnect with existing customers and attract new ones by combining elements of tradition and innovation, with an emphasis on trust and reliability. Glenne sees Antler not just as a product, but as a dependable protector of customers’ belongings, enabling them to create memorable travel experiences. With its relaunch, Antler is ready to enter a new era of luxury travel and solidify its position as the leading British travel brand.

Useful Links:
1. [Antler Official Website](
2. [Soho House Group Official Website](