Antler’s new Icon Collection is the first to launch under the brand’s new leadership of Managing Director, Kirsty Glenne, who took the reins in May 2022. The rebrand introduced a new, elevated aesthetic and refined global brand platform for the brand and it’s just the start of big things to come, she tells James Wilkinson in London.

Kirsty, tell us about the new ‘Icon’ collection for Antler and why this is so important in the company’s 110-year history.

The new Icon Collection is the first wholly designed collection under Antler’s new leadership. It represents a new wave of the brand, where the stories of generations are bonded through individuality and the curiosity of travel.

Inviting everyone to become a leader in their own travel story, the campaign is continuing to write a new narrative for our brand that embodies courage, curiosity, and exploration, all ingrained in our legacy.

Our 110 years of expertise and innovation for the world’s voyagers have been synthesized into the signature design that serves not just as a reflection of the places we have been but as a guide to where you’re going next. It’s a companion for generations to tread new paths.

What are some of your favourite elements of the collection?

To me, the Icon Collection is about redefining the brand, bringing our rich British heritage to the forefront of our campaigns, from the unique colorways that pay homage to our British origins.

The colour palette truly stands out as a canvas that connects people with the brand. From the green, indigo, and rusty hues reminiscent of landscapes in Britain to the purple and pink colours akin to the Yorkshire Moors, this collection stands uniquely on its own.

This is your first collection at Antler – what can we expect coming up?

My focus has been on reimagining Antler through its British legacy. Moving forward, we’ll be spotlighting the heritage and positioning the brand for more global growth, including expanding into new locations.

We want to connect with our consumers more than ever, so expect partnerships, retail concepts, collaborations, and of course, exciting new products. Bringing the rebrand to the eyes of the world, physical retail is on the horizon, with a London flagship store planned for H2.

Beyond the UK, we also have ambitious plans to expand our footprint in the US. A brand first, we’re discussing a residency in New York that will drive growth in this market over the coming year.

While I would love to tell you about our new products, you’ll have to stay tuned.

What makes Antler truly stand-out in such a competitive global luggage market?

Antler has had an outstanding couple of years, achieving two consecutive years of growth from £5 million to £40 million in just two years.

I believe our success is attributed to our transformation strategy, which has included investing in brand, people, and product. Revisioning the brand has brought it to the global stage, elevating the aesthetic to resonate with a new demographic yearning for connection.

Launching strategic partnerships, including with the British Fashion Council and a global partnership with Soho House, has strengthened our rebrand positioning, and our customer base has responded positively.

These have been critical to our value proposition to stay ahead of the curve and continue expanding globally with our audience.

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