Harry Sanders is best known as the founder of StudioHawk, Australia’s largest dedicated SEO agency. But in this episode of Add To Cart, Harry reveals a new chapter: co-founding KADI Luggage, a consumer travel brand launched in 2023.
After years of advising e-commerce businesses on growth, Harry decided it was time to put his money where his mouth is and build a product of his own. Together with co-founder Meirav Ambar, he’s taken KADI into Myer stores, built a category-led SEO strategy, and found himself on the other side of the brand–agency divide.
Harry Sanders is no longer just advising from the sidelines. He’s in the arena, building KADI Luggage while running one of the most awarded SEO agencies in the world. His journey shows what happens when deep digital expertise meets product ambition: you get a brand that’s innovating how Australians pack for travel, and a founder who can talk the talk and walk the walk.
We’re innovating the way people pack – it doesn’t have to be just a big box.
Today, we’re discussing…
- Why Harry decided it wasn’t enough to just grow other people’s brands, and what pushed him to step out of agency life and into the world of consumer products.
- How KADI Luggage was born, from spotting gaps in the travel category to running fake ads pre-launch to model CPAs and prove there was a market.
- What it’s like to move from services to product: pricing models, retail negotiations with Myer, and the hard reality of competing with your own D2C channel.
- The SEO-first principles that shaped KADI’s site from day one, including the power of category pages, information architecture, and digital PR that actually gets picked up.
- Why digital PR and data storytelling are outperforming old-school SEO tricks, and how Harry sees AI reshaping search behaviour, fan-out queries, and brand authority.
- The empathy shift: how running KADI has changed the way Harry thinks about StudioHawk’s clients and the chaos ecommerce managers juggle every day.
- The bigger picture: Harry’s vision for KADI, the lessons he’s bringing back into StudioHawk, and what it means to really put your money where your mouth is as an SEO leader.
6:15 Creating a Luggage Brand with a Difference
12:42 Setting Up for Success with Myer Partnership
19:05 SEO First Principles for New Brands
26:01Digital PR: The Secret Growth Strategy
33:35 Google, AI, and the Future of Search
42:17 SEO Hacks for Business Growth
51:48 Lessons Learned as Brand Owner
Before you leave…
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