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“Fresh, modern and relevant”: Strand CEO Felicity McGahan talks rebrand

Strandbags have become Strand as part of its rebrand strategy
Strandbags have become Strand as part of its rebrand strategy. Supplied
The iconic Australian fashion and travel bag company has changed its name from Strandbags to Strand as part of a modernisation strategy that will affect every element of the business. It follows 20 per cent growth for the brand compared to pre Covid-19 levels, with an eagerness to fly, as well successful initiatives, generating foot traffic and sales.  The launch of its new labels, Evity and Nere, delivered over $100 million in revenue.  The brand is using this growth to make strategic