Melbourne’s July: A Luggage Brand Defying the Odds and Redefining Travel
From a rocky start to international acclaim, Melbourne-born luggage brand July has carved out a unique space in the global travel market. Co-founded in 2019 by Athan Didaskalou and Richard Li, the company faced near-collapse during the COVID-19 pandemic, with the founders contemplating alternative ventures. However, through resilience, innovation, and strategic growth, July has become a household name, partnering with the Australian Olympic Team for the Paris Games and securing sponsorship for the 2025 Australian Open.
A Rocky Start Turned Opportunity
July’s journey began with a strong launch at Melbourne’s Emporium in 2019, only to hit a significant roadblock when the pandemic brought global travel to a halt. In March 2020, the company faced mounting losses as customers returned luggage due to cancelled trips. Didaskalou recalls, “We were thinking about what else we were going to do, what’s next.”
Rather than accept defeat, the founders pivoted, focusing on global markets where travel resumed sooner than in Australia. By mid-2021, their efforts paid off, with over 1000% growth in global revenue compared to the previous year, largely driven by their launch in the US. Today, July aims for annual revenues exceeding $150 million, with its sights set on the US becoming its largest market.
Building a Global Presence
July has grown from a small team of two to 35 employees at its head office and another 50 in retail. Their physical presence includes 12 stores across Victoria, NSW, and Queensland, with plans to expand further into the US. Didaskalou emphasises the importance of brick-and-mortar retail for customer engagement, saying, “People want to chat to people... They want to engage physically.”
Innovative Products That Resonate
July’s product range reflects a blend of functionality and style. From a 20-height adjustable handle to integrated power banks in carry-on luggage, every detail is thoughtfully designed. The inclusion of a lifetime warranty further instils trust, with Didaskalou stating, “If anything happens... we’ll repair or replace for you.”
The brand’s commitment to quality was evident when news.com.au tested the July Checked suitcase. Over four days, multiple flights, and uneven streets, the luggage excelled, with its standout 360° double spinner wheels making travel a breeze. Features like anodised aluminium corner bumpers, a hidden laundry bag, and a compression system underline its premium quality.
Staying True to Its Values
Unlike competitors, July avoids sweeping discounts, preferring to focus on year-round affordability through a direct-to-consumer model. Didaskalou explains, “We’re the same quality as the $1000 suitcase, but you’re getting it at a fraction of the price.” This strategy reinforces the brand’s commitment to transparency and value.
Looking Ahead
With a vision to expand its product range beyond luggage to include handbags and daily bags, July is only just beginning its journey. “We don’t even feel like we’ve touched the surface yet,” says Didaskalou. With its unique combination of innovation, quality, and customer focus, July is poised to redefine how we travel, one suitcase at a time.
This Melbourne success story reminds us that resilience, creativity, and customer-centricity can turn even the most challenging circumstances into global triumphs.
