DTC POD - July - Athan Didaskalou

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"The Power of Customer Insight: "We basically read as many reviews as possible, found out where all the flaws were in other suitcases, and saying, well, this is the beginning of the design brief."

"Iterative Improvement: "Product is never finished so this concept of getting something perfect is not real. There is no such thing as perfect. You want to continue to be iterating, continue changing things."

"The Power of Physical Retail: "It's what customers actually want. And I'll tell you, in travel in particular, there's a really good subset of people who are like eight weeks out, they book the flights, six weeks out, they book the hotels. They know exactly what they're wearing. They know exactly what they're doing."

"Launching in China: "It was a super cool thing to do. And eventually we'll go back. Eventually we go back and things, politically speaking, things are getting better, so we don't mind being Australian there again. But for that period, it helped us get through sometimes when things are in lockdown. We weren't in the US then. We we really needed momentum, we needed to feel like we were winning, at least, and growing and launching in China helped us build up."

"Adapting to Different Markets: Having a physical presence, having people know that you're real, especially from a London perspective, makes all the difference to carry you over."

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02:32 Partners formed business together in advertising and manufacturing to create a brand in the heavily consolidated market of mobile phones dominated by Samsung.

05:39 Startup founders discuss entering the luggage market, then invested in customizations, opened retail store and experienced success in 2019, but 2020 brought a halt to growth.

12:57 Founders Club created to presell products for Christmas; leather tags more popular than suitcases; containers sold quickly; product initially delayed.

21:11 Started with no 3PL, used office/warehouse, shipped product ourselves, nurtured early stages.

22:51 Product iteration and customer feedback are key to success; creation of world's lightest double wheel carry on.

29:04 Investment in physical retail for D to C brand; retail stores, travel and gift-giving; launching in China during COVID; product development to annoy Samsung; luxury and lightweight luggage.

36:42 Creating two new polycarbonates with glaze and light features for the US and Australian markets, and then expanding to Europe.

41:00 Richard of Chinese origin helped company sell in China via Timor; registered brand, hired agency; successful due to selling as Australian; Chinese cared about brakes on wheels; built international personalization engine.

47:23 US launch was remote with 3PL partner, UK launch with team members from Australia and physical presence from day one.

53:15 Launching into UK, experimenting with product in new markets, success with new product, creatively fulfilling business in growing category.

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Topics covered in the podcast episode:
I. Founding of the Company - Company wanted to release their product for Christmas sale, but it got delayed - Created saffiano leather luggage tags - Presold most of their stock through the Founders Club
II. Adapting to Changes and Challenges - Launched online retail in China - Launched a luxury Trunk Collection of luggage and an affordable Battleground Collection - Marketing challenges and language barrier in the Chinese market - Introducing multilingual personalization engine for Chinese market - COVID-19 pandemic impact on the travel industry
III. Innovation and Development - Building a new brand to challenge Samsung's domination of the APAC region - Iterating products over 150 times since launching - Customer feedback as foundation of the business - Developing new products including world's lightest double wheel carry on and a polycarbonate product
IV. Expansion Opportunities - Preparing to launch in the UK and European markets, targeting budget airlines - Launch in the US was remote due to COVID-19 lockdown in Australia - Personalization strategies developed for remote launch, with press done through VC - Partnering with premium retailer in Hong Kong - Canvas bag with specific features has been successful
V. Vision for the Future - The company aims to grow its brand and get more people to know about it.

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