Published on 28.02.2025
It’s not uncommon to associate the depths of an Australian winter with dreams of a European summer holiday.
That is exactly the cultural experience that inspired cult Australian luggage brand July, opens in new window’s name.
“July is the best month of travel, especially for Aussies - everyone wants to escape to a European summer in July. It's also holiday season for Europeans and Americans. That's where the name comes from,” said July co-founder Athan Didaskalou.
On a recent visit to their flagship store in Melbourne, NAB Group CEO Andrew Irvine met with July founders Athan Didaskalou and Richard Li to discuss growth prospects. The visit follows the RBA's decision to cut rates last week that NAB Group CEO Andrew Irvine says will have an outsized impact on confidence.
The duo founded the company in 2019, and despite COVID-19, the company has gone from strength to strength, with 12 physical stores across Australia.
At the time, their signature products – the ‘Carry On’ and ‘Checked’ – disrupted a “boring” market with their innovative design and personalisation offering.
“When we first started July, the problem we were trying to solve was that it was hard to get luggage for a lifetime at an affordable price point. The travel category was either cheap and disposable or expensive and inaccessible to most,” Mr Didaskalou said.
“There needed to be a better way.”
“We design, manufacture and retail our own product to ensure maximum value, and we back it with a lifetime warranty.”
The July classic range.
It hasn’t always been clear skies for July. COVID-19 struck a year after the business was launched, and all travel halted.
“At the same time, we experienced rising costs, changing consumer spending habits and uncertainty in the global economy,” said July co-founder Richard Li.
“But we are optimistic about everything.”
“The recent rate cut means it’s going to be easier for us to access capital to invest in the business opening more retail stores and investing in our team.”
“Any rate change makes a huge impact to a business like ours. It’s going to be amazing for growth,” Mr Li said.
Mr Didaskalou said the cut would help consumers as well.
“We're excited by the fact that not only will businesses have the confidence to be able to borrow more, but customers will have the opportunity to be able to spend more as well. That's great business for everybody,” he said.
Since 2020, the company has enjoyed a post-COVID boom in travel, which has led to great optimism in their business.
“It has been a period of both rapid growth and adaptation. Travel has never been bigger and more on the agenda more than it is now. We're seeing a world post-Covid boom into the travel category,” Mr Didaskalou said.
This optimism in the demand for travel, and recent rate cuts, sets July up with a strong foundation for their expansion into the US market.
Products on display in a July store. (Source: July)
July sees the biggest opportunity for future business growth in global markets.
“Being available across Asia, Europe and the US means that we are now providing a global opportunity for that growth potential, regardless of whatever happens in macroeconomic conditions in one market or the other,” Mr Didaskalou said.
NAB has been July’s trusted banking partner since early 2023.
“As an Australian business trying to go global, we need somebody who has our back, can connect us to the right people, help us with new markets and foreign exchange, and make sure that we have the confidence to take that step forward,” Mr Didaskalou said.
“NAB is not just a bank, but a true business partner.”
NAB Group CEO Andrew Irvine said it's a privilege to bank amazing businesses like July.
“The greatest pleasure in our business is seeing clients start out with us as small businesses and become large ones,” Mr Irvine said.
“Small and medium sized businesses are the heartbeat of the Australian economy and we’re here to help them grow.”
July’s definition of success is an experience so seamless the customer doesn’t give the brand a second thought.
“Excellence in customer service means not having an issue at all. We love the fact that our customers will take our product and travel overseas, do the all the things they need to do, have an amazing memory of their trip, and not have to think about their suitcase entirely. That to us is our primary focus, is that they don't think about us at all throughout their trip,” said co-founder Athan Didaskalou.
Their product design is based on an iterative process, informed by customer feedback gathered from product reviews, social media and post-purchase feedback.
When there is an issue, the business is responsive and agile to their customers’ needs.
“We commit to our promise. It is a lifetime warranty wherever you are in the world. When you travel with July, we are always there for you.”
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