Melbourne-based luggage brand July launched in December 2018 with the aim of streamlining the travel experience with sophisticated, minimalist and functional designs.

While July began as an online-only business, founders Athan Didaskalou and Richard Li have decided to open a bricks-and-mortar store too.

“A lot of people have written to us just wanting to see the luggage and feel and touch it,” says Didaskalou. “Upgrading your luggage is a sensory experience, and we’re just excited to give people an opportunity to do that.”

In February, July launched its signature product, the July Carry On – a scratch-proof 40-litre wheeled suitcase with a matte finish that received Gold in the 2019 Melbourne Design Awards for excellence in product design. Available in charcoal, navy, forest green, nude and burgundy, it also comes complete with an ejectable battery and USB and USB-C ports so you can charge your phone and laptop at the same time. The July Carry On sells for $295, compared with $775 for a comparable Samsonite model – a price point made possible by the online-only model, which bypasses the traditional manufacturer-to-distributor-to-retailer model.

With the in-store experience, buyers will still receive all the benefits of a direct-to-consumer model, such as a 100-day trial and a lifetime warranty.

“Our model is to democratise unbreakable and lifelong design,” says Didaskalou.

The physical store was designed by One Design Office (ODO) – the same firm that helped design July’s award-winning cases. The store incorporates the website’s muted palette and simple lines, reflecting the soft edges of the luggage with smooth, seamless walls and curving counters that peel out into the shop. A flower display by florist Hattie Molloy is the only non-July object in the shop.

Since February, July has expanded its range to include larger matching check-in luggage pieces. There are both 80-litre and 110-litre suitcases, which nest into each each for easy storage at home.

To celebrate the store’s launch, July is hosting The Window Seat – a free event series at which local travel experts will share their advice on how to travel smarter. At the first event on Friday September 6, iFlyFlat CEO Steve Hui will explain how to convert your airline points into an upgrade. You can also meet Didaskalou and Li over complimentary drinks by Four Pillars. Register here.

Emporium Melbourne, 287 Lonsdale Street, Melbourne
(03) 9028 4803

Sat to Thu 10am–7pm
Fri 10am–9pm