Ecommerce startup July on why the future is physical retail
Launching a luggage startup just before Covid hit was not ideal, says July founder Athan Didaskalou. But it taught the team how to operate lean and diversify.
July, one of Australia's leading direct-to-consumer brands, has navigated numerous challenges in creating and selling physical products directly to consumers.
Founded in 2018 by Athan Didaskalou and Richard Li, July was born out of the pair's frustration with the lack of high-quality, stylish and functional luggage options in the market. Not long after its founding, the pair had to contend with Covid and the collapse of the travel market.
Didaskalou spoke to Capital Brief about the luggage startup's strategies for overcoming obstacles specific to the Australian market, particularly the importance of diversifying revenue streams. Despite the ecommerce boom, he points to the enduring value of physical retail, highlighting its cost-effectiveness and superior customer experience.
The transcript has been lightly edited for clarity and brevity.
July is one of the most recognisable direct-to-consumer brands in Australia. What are some of the challenges specific to companies creating a physical product and selling direct-to-consumer in Australia?
