Antler
ATR Holdings · United Kingdom
Antler is a British luggage and travel brand founded in Birmingham in 1914. Since 2020 it has been owned by ATR Holdings and trades as ATR Brands Ltd, after a restructuring during the pandemic. It sells suitcases, bags and travel accessories online and through stockists.
| Founded | 1914, Birmingham |
|---|---|
| Founder | John Boultbee Brooks |
| Owner | ATR Holdings (since 2020) |
| Headquarters | London, United Kingdom |
| Segment | Luggage and travel accessories |
| Website | antler.co.uk |
What is Antler?
Antler describes itself as the British travel brand, designing and making luggage since 1914. It sells hard and soft shell suitcases in cabin, medium and large sizes, plus weekend bags, backpacks, laptop bags and travel accessories such as packing cubes and luggage tags.
History
According to Wikipedia, Antler was founded by John Boultbee Brooks, who also founded the bicycle saddle maker Brooks England, at Criterion Works in Birmingham. Early products included leather wardrobe trunks for ocean voyages and motor trunks that attached to cars. The stag's head with antlers became the brand symbol and remains its logo. During the Second World War the company produced haversacks, webbing belts and other military equipment before returning to luggage.
Ownership
The ownership history is documented in the same source: a management buyout backed by Lloyds Development Capital in 2010, a sale to Endless LLP in 2017 and a sale to ATR Holdings in 2020. The company entered administration in May 2020 because of pandemic-related travel losses and emerged on 20 July 2020 as ATR Brands Ltd, trading as Antler. Headquarters moved from Bury, Greater Manchester, to central London in 2013.
Business model and distribution
The brand's own website lists an online store with free UK delivery and returns, a store on Regent Street in London, a stores and stockists page, a separate Australian site and a British Airways hand luggage collection. It also offers a lifetime warranty on its suitcases.
Why it matters
Antler is one of the longest-running British luggage names and a case study in how a heritage consumer brand survived a restructuring after travel demand collapsed in 2020.
Frequently asked questions
Who owns Antler?
According to Wikipedia, Antler has been owned by ATR Holdings since 2020 and operates as ATR Brands Ltd. Before that it was sold to Endless LLP in 2017.
Where is Antler from?
Antler is a British brand founded in Birmingham in 1914. It is now based in London.