Antler has reported positive sales results for its peak trading months of November and December 2023. The British travel brand ended its peak with sales up 43% for the same period in 2022.
Antler’s strongest performance was across the UK domestic e-commerce site, the brand’s biggest market, with online sales during peak growing 86% vs. the same period last year. This positive performance over the Christmas period resulted in Antler posting sales up 48% for ten months of its financial year to date, ending 28 February 2024.
This recent performance complements the double-digit growth Antler has seen over the last two years. Sales for the financial year 2023 grew by 427% to £27 million, with January and February’s trading still to be tallied this financial year. Antler forecasts sales to end at £40 million, up 41% year-on-year. Antler’s exceptional performance outstrips expectations capitalising on the prosperous travel sector post-pandemic. The prevailing ‘revenge travel’ macro trend continues to fuel heightened demand across the travel industry.
Antler’s second biggest market is Australia which achieved 55% growth compared to last year for November and December.
Over the last eight months, Antler has undergone a significant brand overhaul and transformative brand evolution, unveiling its official re-brand in May 2023. This marked a pivotal moment under the leadership of Kirsy Glenne, Managing Director, who took the reins in May 2022.
The rebrand introduced a fresh elevated aesthetic, refined tone of voice, a new logo and a re-platformed global ecommerce site to optimise customer experience. Antler’s strategic partnerships with Soho House as their global travel partner and a patron of the British Fashion Council further cementing the brand’s repositioning.
“Antler has seen phenomenal growth this year, both year to date and especially our two peak trading months in November and December. It’s exciting to see our rebrand strategy coming to life and proving successful with our customers. Phase two of our rebrand is the launch of our new collection in April 24, a new retail concept and the continuation of our US growth strategy,” Glenne said.
The soon-to-be-revealed new collection is the first wholly designed under the brand’s new leadership and London-based design team.