Premium British luggage brand Antler experienced a positive festive sales period, witnessing a remarkable 43% year-on-year increase in turnover for November and December. This surge follows a successful year for Antler, marked by a strategic relaunch.
The brand’s strongest performance during the festive season was observed through its UK domestic e-commerce site, reflecting an 86% rise in online sales compared to the same period last year. This is particularly significant as the UK constitutes Antler’s largest market.
The robust finish to the calendar year allowed Antler to achieve a notable 48% sales growth for the first 10 months of its financial year (FY24, ending in February). Building on explosive growth over the past two years, the brand is signaling a clear revival.
In FY23, Antler witnessed an extraordinary sales growth of 427%, reaching £27 million. With two months remaining in FY24, the brand anticipates a total sales increase of 41% to reach £40 million. This exceptional performance aligns with the flourishing travel sector post-pandemic, driven by the prevailing ‘revenge travel’ macro trend.
Australia, as Antler’s second-largest market, achieved a commendable 55% growth during the peak months. Notably, the brand’s entry into the US market in May via a dedicated e-tail site and localized distribution played a pivotal role in its overall growth. US sales captured 10% of global e-commerce sales during peak months, indicating a growing demand for the British brand in the United States.
Looking ahead, the US market remains crucial in Antler’s FY25 strategy, which involves national distribution within premium wholesale partners and the brand’s inaugural international bricks-and-mortar store.
The positive trajectory comes after a significant brand overhaul and transformative evolution in 2023. Managing Director Kirsty Glenne, who assumed leadership in May 2022, spearheaded this change. The rebrand included an elevated aesthetic, refined tone of voice, a new logo, and the optimization of the global e-commerce site to enhance customer experience.
Antler’s Managing Director, Kirsty Glenne, highlighted the upcoming launch of a new collection in April, the introduction of a new retail concept, and the continuation of the US growth strategy as part of the brand’s phase two rebrand. Plans for a wholesale pop-up in Selfridges in May and the prospect of a UK physical store further emphasize Antler’s commitment to continued growth and innovation.
