Strand
Under new leadership, the time was right for Strandbags Group to become Strand as part of their strategy to realise global growth ambitions. With new corporate headquarters in Sydney, successful acquisitions, an increasing international presence and new brands launching, they needed a brand that would set the tone for a new chapter. We developed a future facing, globally minded brand strategy and new, modern and fashion-fluent brand identity.
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Strand
Going places since 1927
Under new leadership, the time was right for Strandbags Group to become Strand as part of their strategy to realise global growth ambitions. With new corporate headquarters in Sydney, successful acquisitions, an increasing international presence and new brands launching, they needed a brand that would set the tone for a new chapter. We developed a future facing, globally minded brand strategy and new, modern and fashion-fluent brand identity.
Sales of $100m in first year for new private label
Along with a house of brands strategy, we defined a spirited, savvy, thoughtful and inspiring new personality for Strand. As curators and creators of Fashion Travel, Strand are dedicated to the thrill of the journey, as much as the destination. A proudly Australian brand with more than 300 global stores, and partnerships with the world’s most loved labels, they're for people going places. The business impact of the new brand and the work Frost* created for the private labels under the Strand umbrella is clear. Evity, the new leather goods brand exceeded sales of $100 million in its first year.
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“We really wanted to move from a discount retailer to a great value fashion and lifestyle brand. We needed to modernise to stay relevant, and we needed to evolve the business, or we were going to be at risk of ageing with our customers and losing relevance for the next generation.”
Felicity McGahan, Group CEO, Strand
