The move will make Envoyage its principal leisure brand in the country, and see around 100 agencies operating under the Liberty moniker make the swap to Envoyage branding from 01 Jul.
The Envoyage network is on a strong global growth trajectory, now boasting around 2,500 members across the US, Canada, Australia, New Zealand and South
Africa, with the independent arm nearly doubling membership numbers and sales volumes since launching in Feb 2024.
“Through extensive market research conducted in the United States and across our global markets, the message from consumers and the industry alike is clear: ‘Envoyage is a desirable, aspirational brand’,” said Danielle Galloway, Global MD of Luxury and Independent brands at FCTG.
Liberty Travel has operated mainly as a remote agency operation in the United States
since major closures of retail stories during the pandemic.
In an update to the ASX last month, FCTG also flagged it will investigate expansion of its independent agent branch in Canada, which has faced headwinds.
