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Until recently, the perception of Tanner Krolle was that of a faded

English brand rooted in the past. As the quintessential designer and

purveyor of quality luggage, favoured by royalty and wealthy travellers,

Tanner Krolle had begun to seem more at home in a Merchant Ivory

production than a check-in desk at Terminal 4.

Heavy, robust luggage, created in an era of ’two servants per bag’,

Tanner Krolle products enjoyed a limitless lifespan, which in itself had

become a poison chalice - who replaces an expensive heirloom which is

ageing very well?

Then came a turning point for the brand. It took the opportunity to link

its traditional craft-manufacturing values with a new acquisitive

audience.

Women. A new signature range of women’s handbags - a category never

tackled by this 140-year-old company - was created and launched,

supported by a skilful, co-ordinated marketing approach.

Tanner Krolle commissioned US designer Kathy Formby to create the new

range of handbags. Her design track record with Calvin Klein, Ralph

Lauren and Tiffany made her the ideal candidate. Formby has not

disappointed and I believe her designs could arguably make the company

the first British luxury leathergoods brand to compete successfully on

the international stage.

Tanner Krolle has taken the best of its traditional values of quality

and luxury and applied them in a contemporary way to everything from

products to interiors, packaging and advertising.

The branding on individual items within the new Tanner Krolle range is

neat and understated. The handbags have been designed for women who are

stylish, sophisticated and assured. It shows in simple touches, such as

the dominant use of silver, as opposed to gold and with the exquisite

details on buckles and fittings. Circles and squares are a key element,

highlighted in distinctive stitching. Coupled with unusual handles and

striking cut-outs, the bags are individual yet avoid being flashy or

ostentatious.

The high design standards have also been applied to men’s items, in what

they describe as their range of ’career bags’. Which encompass document,

computer and attache cases.

Tanner Krolle has stopped trading on its past and has adopted a clearly

focused plan for its future, which builds on its core brand

strengths.

This is a great modern design and marketing story.