Cambridge Satchel unveils fresh branding and new London store

Cambridge Satchel has revealed a "stronger and more modern" appearance with a new brand identity showcased at its latest store in London's Covent Garden.

The new branding includes a colour palette based around a "hot orange", as well as a new logo and monogram to convey the premium nature of the brand and to incorporate its made in England credentials.

This identity is shown off in its new store, which was designed by renowned French agency Malherbe, the first new store to be unveiled since the Cambridge-founded brand was acquired by French group Chargeurs in August 2022.

Located within Covent Garden's The Market Building, the new store features the bold new colour scheme and custom joinery with the new logo displayed prominently throughout.

The store also acts as a showroom for all new products and upcoming collaborations, surrounded by lightboxes that display campaign imagery contrasting with the historic legacy of Covent Garden.

Collections showcased include the signature Satchels, alongside fashion ‘must-haves’ such as The Poppy, The Bowls Bag, and most recently the newly designed Tote and Mini Tote bags. Customers can have selected purchases embossed with unique lettering or a symbol.

Cambridge Satchel CEO Carine de Koenigswarter, said: “We are extremely proud to reveal our new London store showcasing Cambridge Satchel’s refreshed brand identity. Returning to our London home of Covent Garden, the store encapsulates the brand’s future direction while retaining the same trusted and loved products.”

The brand was founded in 2008 by Julie Deane, who famously started it from her kitchen with just £600 of capital. She left the business a year ago following its sale saying that it had been left "in good hands".