Antler Luggage

Antler is a British company that has been designing and manufacturing luggage since 1914. The company is currently headquartered in London, United Kingdom.[1]

Antler Ltd
TypeLimited Company
IndustryLuggage
Founded1914
FounderJohn Boultbee Brooks
Headquarters
London
,
United Kingdom
Key people
Kirsty Glenne (MD)
ProductsLuggage
OwnersATR Holdings Ltd
WebsiteAntler.co.uk

History

1914–1930

The son of a famous bicycle seat manufacturer, John Boultbee Brooks founded Antler in Lancashire in 1914, producing leather wardrobe trunks for ocean voyages and unique motor trunks designed to be attached to cars.[2] His interest in wildlife prompted him to adopt a stag’s head and antlers as the official brand symbol for the luggage line, which remains the firm's logo to this day.[3]

1940s

World War II led Antler to start producing haversacks, webbing belts and military equipment. After the war, the firm reverted to its original product line, introducing soft-sided luggage.

1950s

Tourism boomed in the 1950s as air travel became more accessible and affordable. Antler needed to adjust to consumer demands, with products that combined soft and hard materials and fabrics in one suitcase.

1960s

By 1965, Antler employed 400 workers and exported their products internationally .

Today

In 2010, Lloyds Development Capital (L.D.C.) backed a management buyout of Antler.[4][5] Following this, Antler left its headquarters in Bury, Greater Manchester in 2013, relocating to Central London.[6] This was followed by a number of changes, most notably the relaunch of RevelationLondon, Antler's sister brand, in 2016.[7]

In 2017, Antler was sold to Endless LLP.[8] In 2020, Antler was sold again, to ATR Holdings, went into administration in May of that year as the effects of the pandemic on travel took their toll.[9][10] The company announced it was out of administration on 20 July 2020 as a new registered company, ATR Brands Ltd, trading as Antler.[11] The new company's headquarters are on Dover Street, London.[12]

References
  1. Antler Ltd
  2. "Brooks Timeline". www.brooksengland.com. Retrieved 7 June 2017.
  3. "John Boultbee Brooks founder of JB Brooks Saddles". www.hinckleypastpresent.org. Retrieved 2 November 2022.
  4. LDC. "Antler - LDC". ldc.co.uk. Retrieved 7 June 2017.
  5. Administrator, birminghampost (20 May 2010). "LDC Midland office back Antler deal". birminghampost.co.uk. Retrieved 7 June 2017.
  6. "Luggage firm Antler to pack its bags for London". manchestereveningnews.co.uk. 20 May 2013. Retrieved 15 September 2020.
  7. "Review: Revelation London Suitcases". rexyedventures.com. 11 January 2016. Retrieved 15 September 2020.
  8. "Endless Buys Luggage Maker Antler from LDC". penews.com. 26 July 2017. Retrieved 15 September 2020.
  9. "Endless sell UK luggage brand Antler to ATR". thetimes.co.uk. 18 February 2020. Retrieved 15 September 2020.
  10. "British luggage brand Antler collapses as pandemic hits travel". reuters. 20 May 2020. Archived from the original on 16 April 2021. Retrieved 16 April 2021.
  11. "Antler luggage brand bought out of administration". The Retail Bulletin. 21 July 2020. Archived from the original on 9 August 2020. Retrieved 16 April 2021.
  12. "Luggage brand Antler rescued out of administration". thembsgroup.co.uk. 22 July 2020. Retrieved 24 June 2021.
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