Antler extends warranty to a lifetime as brand is reimagined

UK heritage luggage company marks 110 years for those travelling often

For almost a year, heritage luggage label Antler has undergone an exciting, brand reimagination as it sets sights on becoming the British travel brand of the future.

Working closely with global creative studio Frosty, Antler has marked the 360-degree rebrand with the launch of a new brand campaign – a showcase of its new-found direction as a 100-year-old start-up, following the overhaul.

With an established new leadership team Antler has partnered with ex-Burberry creatives Frosty to re-shape the 110-year-old business, with an ongoing commitment to investing in people, product and the brand.

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Re-imagining its legacy in quality and durable travel goods, Antler now aims to become THE iconic British travel brand, doubling down on its roots and leaning back into its historical tagline ‘For Those Who Travel Often’ – rediscovered from 1920’s archives and now an important pillar of the brand’s community strategy.

Product & Lifetime Warranty

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, all paying testament to a continued legacy through superior, subtle innovations and an ongoing commitment to customers.

“We are declaring a new moment as a brand, re-establishing our British DNA and rich legacy in travel for more than 100 years,” said Kirsty Glenne, Managing Director of Antler.

The Heritage Tagline

Serving as a nod to Antler’s heritage, the new tagline is: “For those who travel often. Since 1914.”

Antler has leaned into its British roots for its new brand identity and campaign. Inspired by a new world of travel and with the aim of creating a fresh identity, Antler’s new campaign helpsvto re-anchor its status as ‘The British Travel Brand’ and re-introduces the historical tagline, ‘For Those Who Travel Often’.

Partnership with Soho House

Not by accident, the brand’s relaunch also coincides with Antler’s exciting new global partnership with Soho House as an official travel partner, connected through a passion for travel and culture. The partnership takes shape across a handful of bespoke co-branded member experiences and events, curated travel guides and ongoing content creation.

For more than 100 years the brand’s mark of prestige in travel has remained at its core. Today this legacy has been re-imagined to represent the ever-evolving world of day-to-day travel through modern design and meaningful innovation, where Antler continues to aim to cater for existing customers whilst reaching new ones.

Glenne continues, “We see Antler as much more than just a product, we are that faithful, reliable guardian of customers’ most private possessions. We aim to enable customers to have the greatest of adventures and experiences wherever in the world and for whatever the occasion, through having us as their travel companion, allowing for travel memories that will last a lifetime.”

This fusion of newness with legacy, not only embraces that bygone era, but helps to identify the needs of its consumers through creative design and versatile collections. Re-energised to exceed expectations for future travellers through the product offer, Antler is about quality products that can continue to be lovingly passed down through generations.

“Our customers’ ever-evolving desires inspire our designs,” adds Glenne. “With imaginative product development, unexpected collaborations, and a renewed focus on environmental responsibility, Antler will continue to define the future of travel.”

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