To us, brand identity is just as important as making an excellent product. We are a design-first business and we see brand identity as a key pillar of the elements that make up July’s design.
We know our customers are proud to be seen gliding through the airport with our luggage because they know the product is second to none and they know they look good holding it. That experience is part of the brand identity and something we are really proud of.
July is the most popular travel month for Australians — a perfect time to escape winter for the European summer!
The Founders, Richard Li and Athan Didaskalou, are both frequent travellers, and started July to provide a better offering in the broken travel accessories industry, from product to aftercare. They took an Aussie approach to luggage. Tough to break, beautiful to look at.
After reading over 4,000 reviews of existing cases, they designed our first and signature product in 2018, the July Carry On suitcase. Its standout features include aluminium bumpers, a sturdy multi-stop handle, and the smoothest and quietest wheels. Our edge is our minimal and beautiful designs, backed by a lifetime guarantee and in-house customer service.
What you see today is a result of our ongoing concerted efforts to achieve excellence in all that we do as a design-first business.
We go above and beyond for our customers, and it’s one of our defining brand values. Many of us have worked in hospitality or retail as frontline staff, and we take this mindset consciously to July, a direct to consumer ecommerce business.
Our priority in building great products backed by great service is best showcased by our lifetime warranty for luggage, our 100 day refund policy and local in-house customer service. When someone buys a July, we become their travel companion for life and continue to provide above and beyond service. It comes back tenfold through completely organic word of mouth, referrals and reviews, our best and most efficient marketing channels yet!
As a direct to consumer business, we exclusively sell through july.com or our retail stores. We don’t wholesale or distribute. This business model ensures we can provide an incredible product at a fraction of our incumbents, as we don’t pass on the typical markups that they do to account for the middlemen.
I am particularly passionate about our ability to design our customers’ experience with us, from discovery all the way to referrals and customer service interactions. A perfect example is our in-store experience — senior retail team members only, beautiful interiors, extra time on visual merchandising, all the way to the most seamless payment experience possible.
We want our customers to leave all interactions with us feeling more excited about their upcoming travels.
We are a design-first business, and our design ethos is to create beautiful travel products so that our customers can focus on the parts of travel they love. That is our ultimate goal, and it requires a lot of design thinking, research, testing, sampling and so many heated conversations! We only launch products we would be proud and excited to use ourselves.
Some of the learnings we’ve had at July are: