The Beginning
Founded in 2019 by Melbourne friends Athan Didaskalou and Richard Li, July was born out of frustration with the luggage market. They saw two extremes: flimsy, cheap suitcases or overpriced luxury brands. July set out to fill the middle ground — design-led, durable, fairly priced luggage.
Growth & Resilience
Pandemic setback: In 2020, when travel halted, July’s sales dropped by 95%. Instead of folding, they doubled down on design innovation and prepared for travel’s return.
International expansion: By 2021, they entered the U.S. market. Within three years, U.S. sales grew 400%, now making up 30–35% of revenue.
Retail presence: From Melbourne and Sydney flagships to global pop-ups, July blends online convenience with in-store personalisation.
Brand Positioning
Affordable luxury: Premium quality without Rimowa/Tumi-level prices.
Customer-first policies: Lifetime warranty, 100-day returns, and suitcase personalisation (including colours, fonts, and emojis).
Design-led storytelling: Marketing focuses on turning travel gear into self-expression.
Partnerships & Recognition
Official Luggage Supplier to the Australian Olympic Team (Paris 2024).
Partner of the 2025 Australian Open.
Featured in major press across Australia, the U.S., and beyond.
Success Factors
Clear market gap — positioned smartly between budget and luxury.
Resilient founders — survived a near-collapse during COVID.
Bold marketing — PR stunts, pop-ups, partnerships, and design storytelling.
Global ambition — U.S. market focus has accelerated growth dramatically.
The Nuance
While July has built a prestigious, design-forward brand, customer reviews sometimes note mixed experiences with durability and service. Like any young global company, operational refinement is ongoing.
The Verdict
In just a few years, July has gone from an Australian start-up to a global success story, proving that with the right positioning, resilience, and bold marketing, even a luggage brand can travel the world.