Trans-Tasman retailer Strandbags has changed its brand name to Strand as part of a multi-year modernisation strategy to attract new customers.

The company will follow up the name change by investing in improving customers’ omnichannel experiences including modernising all systems, introducing automation and streamlining operations.

Strand Group CEO Felicity McGahan said the brand’s legacy needs to “evolve” and attract a new generation of shoppers.

“For 95 years, Strandbags has been a consistent and reliable presence in the lives of thousands of Australians and New Zealanders. Our new purpose is to elevate all of life’s journeys – whether you’re planning a trip around the world, or simply popping out to the shops.”

Earlier this year, the retailer launched two private labels – Evity and Nere – which she said have both exceeded revenue targets. Evity alone is set to achieve sales in excess of $100 million in its first year.

“The success of these brands proves the efficacy of our modernisation strategy, and demonstrates the positive progress made to develop products that are fit for purpose and relevant to our growing customer base,” said McGahan.

As part of the brand’s evolution, its Melbourne-based Highpoint flagship has been transformed into a Boutique Service Model complete with Mobile POS, “trained handbag stylists and expert luggage advisors”. The store will open to the public on December 10.