Australia and New Zealand accessories retailer Strandbags has rebranded to Strand.
The rebrand is part of a broader modernisation strategy, which includes the launch of trend-led travel and handbag ventures.
Group CEO Felicity McGahan said the retailer is aiming to capitalise on the 'Fashion Travel' category.
"For 95 years, Strandbags has been a consistent and reliable presence in the lives of thousands of Australians and New Zealanders. But with this incredible legacy comes the need to evolve," McGahan said.
"In order to attract a new generation of shoppers, we needed to define an aspirational new vision that would set us up to deliver the evolving needs and wants of our broadening customer base.
“Our new purpose is to elevate all of life’s journeys. Whether you’re planning a trip around the world, or simply popping out to the shops, we don’t want our customers to have to compromise on fashion for function or vice versa - we’re here to create and curate brands that make great design and clever functionality accessible to everyone.”
Strand’s rebrand follows two private label brand launches earlier this year, including leather goods brand Evity and lifestyle travel brand Nere.
McGahan said both have exceeded revenue targets, with Evity alone set to deliver sales in excess of $100 million in its first year.
“Evity and Nere serve as examples of how two previously distinct and oddly juxtaposed product categories have been ‘knitted’ into coherent overall fashion and lifestyle brands that define the new Strand offering.
“The success of these brands proves the efficacy of our modernisation strategy, and demonstrates the positive progress made to develop products that are fit for purpose and relevant to our growing customer base.”
Strand’s 268 stores across Australia and New Zealand will also be upgraded over three years, with the business making plans to upsize its portfolio by increasing square meterage throughout the transition.
Strand’s Melbourne-based Highpoint store will be the first to receive the new treatment in early December, becoming the flagship expression of the brand’s evolution.
The Highpoint customer experience will be that of a Boutique Service Model, with trained handbag stylists and luggage advisors, an expanded footprint, fresh new store layout, Mobile POS and added digital experience at all customer touchpoints.
Strand’s Highpoint flagship store will open to the public on December 10.