Antler’s revitalization continues to focus on the British heritage and landscape while modernizing … [+]
Antler, the renowned British heritage luggage brand, is set to make its mark on the bustling streets of New York City this July with the opening of its first-ever retail store, aptly dubbed a “residency.” This exciting venture signifies Antler’s initial foray into physical retail and represents a significant step in its journey, seamlessly blending timeless tradition with contemporary flair in the heart of SoHo.
Founded in 1914 in Bury, Northern England, Antler has built an illustrious reputation over the past century, becoming synonymous with high-quality, durable luggage. The New York residency marks a pivotal moment as the brand embarks on its new chapter. The company was acquired in 2020 by Michael Lewis, a South African fashion businessman, who, alongside a whole new leadership team, including Managing Director, Kirsty Glenne, has been working to revitalize the brand, launching new branding, websites, and wholesale partnerships over the past four years; at the heart of it—modernizing and digitizing the brand while staying true to its British heritage.
A Legacy of Excellence and Innovation
Some of Antler’s transformations include introducing a refreshed logo and adopting the distinctive Antler green. Although specific wholesale plans have yet to be announced for the US, the company is committed to various partnerships that will be announced later this year. Currently, it works with retailers such as John Lewis, Selfridges, and Next in the UK, as well as Myer and David Jones in Australia. This rejuvenation has been mirrored in its financial performance, with revenues soaring from £5 million ($6.4 million) to £40 million ($51 million) over the last two years and 42% year-on-year growth this year with consistent profitability. This remarkable turnaround has positioned Antler as the third fastest-growing direct-to-consumer brand in the UK, according to RetailWeek.
Antler’s “residency” store in NYC will be its largest investment to-date.
Central to Antler’s resurgence is its unwavering commitment to quality and durability. The brand’s lifetime product warranty underscores its dedication to craftsmanship, ensuring customers can trust in the longevity and reliability of their purchases.
All this change and success for a once-fading brand is similar to what many other heritage brands are doing. Revo, an American heritage sunglass brand, recently announced its first store in SoHo. More classically, there’s Burberry, which has been consistently discussed as a heritage brand that’s successfully kept itself relevant in the digital age, including through new store formats.
The New York Residency
“Residency for us is a term we coined that we think is better aligned to travel. It’s a home for us in the US. It’s a place where we can host. Where we can have partners and friends in residence. We will have a program of moments, whether collaborations, travel moments, or activations. Therefore, it will be more than simply a store that sells products on the shelf; it will very much be our residency in the US,” stated Glenne.
The NYC store is situated on Spring St near Wooster St.
The decision to open the first residency in New York City was driven by strategic insights and the city’s status as a global retail epicenter. And as Glenne states, it’s a “global home,” allowing the brand to meet customers, local and international.
Situated on Spring Street in SoHo, surrounded by a pocket of other British brands, including Monica Vinader, Burberry, and Crockett and Jones, the residency is the company’s most significant investment to date, with over one million allocated towards making the store the perfect embodiment of the brand. The SoHo residency will showcase Antler’s British roots through thoughtfully curated design elements inspired by the British landscape. Shoppers can anticipate a unique selection of products, including limited editions and exclusive collaborations with British brands. Beyond shopping, the residency aims to serve as a cultural hub, hosting events with creatives and artists who embody the spirit of travel and adventure, central to Antler’s ethos.
Strategic Expansion and Future Aspirations
Antler’s ambitions extend well beyond the New York residency. The brand has outlined plans for further physical expansion in the US, UK, and Australia by the end of 2025. In the US, Antler is gearing up to forge wholesale partnerships in the latter half of 2024 and, hopefully, more retail locations down the road.
The SoHo store is set to open in July.
Kirsty Glenne emphasizes the critical role of physical retail in enhancing brand visibility and providing customers with a tactile experience of their products. “We’re big believers in having a multi-channel strategy, noted Glenne, adding that “you can’t survive on just paid social and search, and that’s why a store is a really important piece of our full-funnel strategy in the US.”
The New York City residency is a testament to Antler’s enduring legacy and forward-thinking vision. Travelers and locals alike can look forward to a space that celebrates the art of travel, infused with British elegance and contemporary flair. This milestone marks a new chapter for Antler and sets the stage for an exciting future where retail will play a more prominent role in the brand’s omnichannel strategy.