Antler relaunches with rediscovered 1920s tagline ‘For Those Who Travel Often’

Heritage British luggage brand Antler, which was bought out of administration by Australian business Strandbags Holdings in 2020 but is still headquartered in London, has relaunched with a strapline it first used in the 1920s, reading: ‘For Those Who Travel Often’.

A relaunch campaign, which launches today, has been imagined by creative studio Frosty, of which partner Greg Stogdon was previously Burberry’s Senior Vice President of Creative Media – spending almost 12 years with the brand.

With an established new leadership team, spearheaded by Managing Director Kirsty Glenne who joined the business in May 2022 and who was previously Chief Client & Digital Officer at Dr. Barbara Sturm and, prior to that, Global E-commerce & Omni Channel Director at Alexander McQueen, Antler is setting its sights on becoming “the British travel brand of the future”.

Since its administration in 2021, Antler, which was founded in Bury in 1914, has turned over £30 million.

Glenne said: “We have always served ‘those who travel often’. Reimagining it for today’s consumer will see this communicated through content creation, collaborations and especially through the experiences of our customers themselves.”

With significant investment behind the multifaceted re-brand, a new leadership team and the creation of a new campaign, Antler has also upgraded its warranty from 10 years to a lifetime and worked on finer detailing elements such as the brand wordmark and logo.

Glenne added: “It is also a nod to our commitment to product quality. To be able to serve our customers, we must be able to make incredibly durable and long-lasting products.

“We are declaring a new moment as a brand, re-establishing our British DNA and rich legacy in travel for more than 100 years. This has been a period of regenerating the brand, powered by a new identity, the cementing of a new leadership team and with the exciting relaunch campaign upon us.

“A big investment in new products has also been made, which will start to land this autumn as we reset this incredible brand for the next 100 years.”

The brand’s relaunch coincides with Antler's new global partnership with the Soho House Group as their official travel partner. The partnership takes shape across a handful of bespoke co-branded experiences and events, a travel loyalty programme, curated travel guides and ongoing content creation and narrative around travel.