Strand CMO Prue Thomas has revealed that the retailer’s leather handbags brand Evity is recording the biggest growth year-on-year in 2025 by 20 per cent.
She also reported that the soft nylon travel bag from Nere is the fastest-growing range in the Strand business.
Formerly known as Strandbags, Strand has over 300 physical stores across Australia and New Zealand and sells via a local website. As well as Evity and Nere, the retailer’s other private labels are AYA and Laura Jones. Strand is also connected with luggage brand Antler in the United Kingdom through its association with ATR Holdings.
Strand also sells a range of third-party luggage brands such as American Tourister, Flylite and Colorado.
The double-digit boom for Evity comes as Strand unveiled its SS26 ranges, which were officially launched at a special event in Sydney in October.
Thomas said Strand is evolving its functional travel offering to embrace the broader lifestyle lens of the customers – from gym, to work, to university, to the beach and the airport.
“It’s not just about more products; it’s about sharper storytelling and curating an edit that feels on-trend, fresh, elevated, and effortless for both everyday and gifting moments,” Thomas said.
According to Thomas, customers are still seeking elevated pieces, but they need to be at the right price for them right now. Evity’s pricing ranges from $59.99 to around $289. AYA, Strand’s youthful range of handbags and the like, has similar pricing.
Thomas added that the campaign behind the SS26 launch – titled ‘Red Hot Summer’ – is one of its most immersive yet.
“From influencer-led staycations to digital-first gifting guides and elevated in-store storytelling, we’re tapping into tactile, sensory-driven messaging – ‘textures, colours, styles’ – that reflects what our audience is craving right now, and then layering in this amazing value proposition.”
Strand is now focusing on growing trends in travel across Australia, with the latest stats from the Australian Bureau of Statistics (ABS) showing total departures across Australia were up 8.3 per cent in August 2025 compared to last year, hitting 1,834,620. Meanwhile, total arrivals are up 9.3 per cent to 1,809,810 in the same timeframe.
“The everyday travel products are showing signs of growth, particularly as Australians begin planning bigger trips again,” Thomas said. “But the real growth is coming from the fashion-travel hybrid space – bags and accessories that work for travel and day-to-day life. Consumers want fashion that performs beyond single use, and that’s exactly where Strand is positioned.”
Looking ahead, Thomas is priming up for the upcoming Black Friday/Cyber Monday peak season. She told Ragtrader that Strand has never been more ready at an operational level, which should be driven by offers, bundles and other deals.
“Having a bottom drawer of promotional levers that we have tried and tested over the past few months, matched back with the agility we have empowered our stores to have, will deliver the result we need. Confidence is everything at this time of year,” Thomas said.
“Ultimately, it’s about smart selling, not just deep discounting.”