Strandbags owner Michael Lewis has led a $10.5 million investment in luggage brand July.
The direct-to-consumer luggage brand was founded by Richard Li and Athan Didaskalou last year, offering three sizes of hard shell suitcases in five colours.
Prices for the luggage start at $295, with the venture aimed at disrupting market giant Samsonite.
The $10.5 million investment round included $8 million from Lewis, owner of accessories chain Strandbags.
July operates as an eCommerce vendor and has one store in Melbourne's Emporium.
The funding will be used to venture into New Zealand and Asia Pacific markets.
It comes months after US-based direct-to-consumer luggage brand Away entered the Australian market with a similar model.
The global market for bags and travel accessories is US$131 billion.
Strandbags has over 300 stores in Australia and sells one suitcase every 12 seconds.