For luggage makers, travel slump creates worst case scenario – they need to quickly develop new markets and an online sales strategy
- Samsonite and Rimowa are in crisis, venerable brand Antler in administration. Firms should switch to making bags for cars or bikes, and sell online, experts say
- The industry is exceptionally vulnerable to travel disruption – most customers are first-time buyers or upgraders, and are used to in-store viewing of products
Dust is gathering on our suitcases, and our overnight bags haven’t seen daylight in months. Unsurprisingly, the coronavirus crisis and the total collapse of international travel have consumed yet another victim – this time luggage brand Antler, which went into administration in May.
In another world – February – Antler looked like a promising luggage label, and was bought by Michael Lewis, the South African fashion tycoon who is now engaged to Princess Diana’s niece, Kitty Spencer. It was founded 106 years ago, had 18 shops around the world and was doing a healthy trade in well-made suitcases and bags. And then the virus happened.
Will Wright, a partner at KPMG who was overseeing the shutdown, said: “Antler has been profoundly impacted by the Covid-19 pandemic.
“Although the business was trading well before the virus outbreak, restrictions imposed at the start of the lockdown period prompted the closure of Antler’s retail and wholesale outlets, while the impact on international travel has also significantly affected sales.”
