Antler

Overview

Antler is a British luggage brand founded in 1914, known for designing and manufacturing suitcases, travel bags, and accessories.²⁴ It positions itself in the luxury luggage market with products aimed at frequent travelers, having endured multiple ownership changes and a pandemic-induced administration in 2020 before relaunching under new ownership.²

History

Antler was founded in 1914 by John Boultbee Brooks in Birmingham, initially producing leather trunks for ocean voyages and cars, adopting a stag’s head logo inspired by wildlife.² During World War II, it shifted to military equipment before returning to civilian luggage like soft-sided cases; by 1965, it employed 400 workers and exported internationally.² Ownership changes included a 2010 management buyout backed by L.D.C., relocation to London in 2013, sale to Endless LLP in 2017, and sale to ATR Holdings in 2020, followed by administration and relaunch as ATR Brands Ltd trading as Antler.²¹

Product Lines

Manufacturing

Antler products are British-designed, with manufacturing likely outsourced as specific factory locations are not detailed in available records.²⁴

Notable Products

• Icon Stripe - Popular checked suitcase series with distinctive striped design.
• Claudette - Lightweight polycarbonate cabin suitcase for frequent flyers.
• Brompton - Hardshell suitcase line emphasizing strength and style.
• Revelation London - Sister brand relaunch offering affordable luggage options.

Reputation

Antler is regarded by travel enthusiasts for its century-long heritage and durable, stylish British luggage designs.²⁷ Professionals note its resilience through economic challenges and ownership shifts, though the 2020 administration highlighted vulnerabilities in travel downturns.² It maintains a solid position in luxury luggage without widespread criticisms in recent profiles.⁷