707: How Two Aussies Took On Samsonite & Rimowa - and Won ($100M+)

Nathan Chan (0:01)

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Was there ever any time that you thought of giving up?

Athan Didaskalou (1:06)

We've had a turbulent start to this thing come 2019, thinking we were doing a fantastic job. For 2020 to roll around and just completely wipe us out. We just didn't know what to do. And eventually you do lose hope because you just don't know when it's going to end.

Nathan Chan (1:18)

It was tough for you guys, like brutal. You had to raise some money.

Athan Didaskalou (1:22)

Yeah, yeah, yeah. Survival mode. Nobody bought this thing at all. It's a massive failure.

Now we're killing it. All I'm doing is smiling.

SPEAKER_3 (1:29)

Athan Didaskalou had bet everything on a one-year-old suitcase brand called July. What happened next turned it into a nine-figure global business.

Athan Didaskalou (1:38)

We couldn't make stock quick enough. There was nobody else left. Have now secured 15 tier one retail stores in Australia in three years. It's nice having those little avenues to be able to get it out of our system a bit. But if it's too big of a business, it starts to feel weird. This is the first year we don't know everyone's names.

Nathan Chan (1:55)

How much did you spend on the July domain?

Athan Didaskalou (1:57)

It was a six-figure number. We beat Samsonite by two years. The details matter. Finding out what your customers want and going for those details. Look after the customer, you look after the money. I'm going to debut this thought today on this podcast with you. I think it's formed enough, but it hasn't been said out loud yet. What defines good brands?

SPEAKER_3 (2:16)

Hear the stories, learn the proven methods and accelerate your growth and future through entrepreneurship. Welcome to The Foundr Podcast with Nathan Chan.

Nathan Chan (2:30)

Hey, I have a quick ask. If you're loving these episodes, leaving a quick review is honestly the best way to support us. It helps the show grow and means we can keep bringing you the Foundr stories and insights you tune in for. Please share it with a friend. Thank you so much. Now, let's get into it. Well, Athan, welcome, man. This has been a long time coming.

We caught up in Thailand. We did a, you know, it's funny. So we did a thing for EO. So Entrepreneurs' Organization, they said, hey, we want you to do this thing for our retreat and we want you to find like a real heavy hitter. Someone who's built a massive company and we want you to interview him live.

Athan Didaskalou (3:08)

Couldn't get him, called me and said.

Nathan Chan (3:10)

And so I got you and they were pumped. I gave them a list of three people. I'm not going to say who the other three people are. And they said, oh yeah, we want Athan, like July's massive. So you've built this massive nine figure DTC brand and look, proud customer. Thanks man. Friends with your co-founder Rich.

We interviewed Rich six years ago. When you guys did, I think it was like, you went from zero to maybe five million a year or something.

Athan Didaskalou (3:40)

Yeah, yeah, yeah.

Nathan Chan (3:40)

It's crazy. And then you went through some hard times, obviously with Covid and then you guys have bounced back bigger than ever. I see the brand everywhere and keep making these beautiful suitcases. Thanks, man.

Athan Didaskalou (3:54)

So you and yours as well, we've been growing together in this city. It's been a cool thing to see each other grow and do some fun stuff.

Nathan Chan (4:00)