Cult luggage brand July’s founders back buzzy Melbourne bottle biz

The entrepreneurial duo behind cult luggage label July have taken a significant personal stake in Melbourne’s buzzy drink bottle startup memobottle, positioning the brand for its next phase of growth.

July, the design-forward luggage company known for its colourful, influencer-favourite suitcases, was launched in 2019 by co-founders Athan Didaskalou and Richard Li. The pair have now acquired a combined 20 per cent shareholding in memobottle in their personal capacity, implying a company valuation of $10 million.

Memobottle, a homegrown Melbourne brand in the drink bottle category, has built strong word-of-mouth and a reputation for thoughtfully designed hydration products. With July’s founders on board as significant shareholders, the bottle maker is set to tap into proven experience in building modern consumer brands—particularly in design, direct-to-consumer operations and community-led marketing.

While specific plans have not been disclosed, the move suggests a focus on accelerating brand momentum and operational capabilities. July’s trajectory offers a playbook that could be valuable to memobottle: a tight product range, bold aesthetics, and customer-centric improvements backed by strong supply chain execution.

Potential areas of emphasis as memobottle enters its next chapter could include:

• Sharpening product design and expanding the range with a design-first approach
• Strengthening direct-to-consumer channels and selective retail partnerships
• Scaling manufacturing and logistics to meet growing demand
• Elevating brand storytelling through content, community, and influencer strategy
• Deepening sustainability positioning across product and packaging
• Exploring international growth opportunities

The partnership underscores continued momentum in Australia’s design-led consumer goods scene, where founders with operational expertise are increasingly backing emerging brands. With July’s co-founders now significant shareholders, memobottle enters a new stage with strategic support aimed at amplifying its profile and preparing the business for broader scale.