Q: How well is the new pop up concept in Selfridges performing in terms of sales and the customer reaction?
The customer reaction so far has been brilliant; shoppers are gearing up for a busy travel season this Summer and our new pop up space gives them the opportunity to discover the new styles in person, enabling them to identify the perfect case for them and their plans. Our new Icon collection has been well received by customers, with Antler Green our standout bestseller so far, with our accessories (tags & straps) selling out in the first week.
Q: Why choose a pop up activation over a more traditional retail launch to debut the new Icon range?
As an icon in British retail, Selfridges felt like the perfect place to launch our new Icon range. To bring two British icons together at London’s premium retail destination was a no-brainer for us, enabling us to meet the needs of an increasingly international customer who travels often.
Q: How long will the pop up feature in Selfridges London and when will the Icon range become available to other retail stockists?
The pop up will feature in Selfridges until 28th June 2024. We have several additional retail partners including Selfridges, John Lewis and Fenwick.
Q: What’s the retail strategy for further pop up locations across the UK ie the type of location – other retailers/shopping centres?
Physical retail will be the next phase of our brand journey. The innovative build of the pop up is a modular design using sustainably sourced oak, enabling it to have a second life and be reconfigured for different spaces and future pop ups planned across the UK. Our focus in FY25 is on continued growth in existing key markets (UK & AU) and a focus on our growth across North America via D2C, wholesale and retail.
Q: You talk about impressive online sales growth for the last two years, please can you provide an indication of the growth in either figures or a percentage increase please?
Antler have achieved two consecutive years of incredible double digit sales growth, going from £5m to £40m over the last two years whilst still remaining profitable.
FY24 Gross sales £40M +42% on LY
FY23 Gross sales £30M +27% on LY
Q: How well are retail, store-based sales performing in comparison to online?
While we continue to have a digital first mindset, our pop up has done extremely well and has met the sales target set for launch.
Q: In terms of overall performance, what share of sales are now online versus in-store?
We are really pleased with the performance, we have achieved the in store sales plan with online forecast beating target, which has been great to see in the first two weeks of trading the space. As footfall increases we are set to continue to achieve and beat sales forecasts.
Q: Where do you see the most growth – in-store or online – and why?
Our online website continues to generate the largest amount of growth for the brand but as we continue to invest further in physical retail, we look forward to growing our presence in this market. Whilst customers know to come to Antler for reliable quality and our lifetime guarantee, increasingly cost-conscious consumers look for the peace of mind of an in-person experience of the product, before investing.
Q: What are the benefits of physical, retail-based displays for luggage like Icon?
Q: We see bricks and mortar as the purest representation of our brand as we reposition. Physical retail-based displays really allow shoppers to experience the finer details of our products; how smoothly our Icon luggage wheels glide, how much you can fit in each case and each of the new gorgeous colours.
Q: To what extent do consumers like to physically engage with your products – pick items up, wheel them around, open and close suitcases, check out compartments etc?
Being able to see the luggage in store and physically engage with the product is definitely an added plus for our customer. Quality and innovative design are a top priority, reinforced by our lifetime guarantee, and allowing customers to physically interact with the products means they can experience the top quality of our Icon collection themselves when making the decision on their next case.
How are you ensuring consumers can enjoy a ‘similar’ retail experience online ie through photography, videos, descriptions, measurements, weights etc?
Having a seamless online presence is key, and we want to ensure the process is smooth from entering the site to check out. We not only have an option to shop by item, but also by material and colour ensuring shoppers are able to navigate our product library easily. We also include videos and detailed feature descriptions.
Q: In terms of products, what are the key trends in luggage – material/composition, style/bag type, colours etc?
One of the most prominent post-Covid travel trends we’ve seen is ‘revenge travel’, which saw a surge in travel bookings as people sought to make up for lost trips during lockdown. For Antler, this surge certainly reflected in interest and sales of our suitcases and travel accessories, our customers want to look and feel good when they travel. Our iconic Antler Green has been a consistent best selling colour of the Icon range, whilst our Discovery Backpack has proved a hit with customers as people are looking for versatile luggage that can seamlessly fit into their varied travel plans.
Q: What inspired the inclusion of straps and tags in the range? To what extent are these items purchased alongside suitcases?
As part of our brand re-imagination, we wanted to ensure that a modern design alongside style was at the forefront alongside practicality. Adding straps and tags allows an element of personalisation to our cases, ensuring it’s easier to spot yours on the belt and customise it to your personal tastes. Our customers regularly purchase the straps and tags alongside cases, but also many purchase the accessories separately as gifts.
Q: What has been the impact/result of the company’s rebrand last year?
Both Antler’s positive sales growth and successful brand re-imagination have placed us in a strong position for the next phase of our growth strategy – we’re ready to scale through retail and international expansion.
Q: Icon is the first new collection under your tenure but what other plans do you have for the Antler brand?
The new Icon collection has been in the making since I joined the business two years ago, and the lead times with luggage are long due to the engineering and testing. We launched Antler’s rebrand in May 2023, the Icon collection is the next phase of our rebrand journey, where product and brand meet for the first time. Next on the agenda is retail expansion, so watch this space!
Q: How important is Antler’s heritage in luggage in the UK market and how do you capitalise on that expertise?
Naturally as a British brand, the UK remains our biggest market. We are market leaders for travel and luggage here in the UK, our strategy for this next year is to maintain this position and build on the brand positioning strategy we launched last year. This will be through the new collection, bricks and mortar, strategic wholesale partnerships and a continuation of our prestigious brand partnerships with Soho House and the BFC.
Q: Finally, you talk about being a British travel brand but luggage travels internationally so what is your sales performance outside of the UK and is this an area you plan to grow via either online or store-based sales?
Antler is committed to building a global brand and is set on long-term international growth. We are focused on core markets UK, Australia and US in the short-term but have Asia on the agenda as a fast follow, but most likely from 2025/26 as we expand our focus to Rest of World.
