Carl Friedrik opens debut store in London
Luxury travel goods brand Carl Friedrik has opened its first store at 27 Regent Street in the heart of St. James’s in London.
The flagship store is open and light with mirrors and draped curtains, and it has a "gallery-esque feel" - stepping away from the traditional luggage retail format by showcasing each product individually to elevate the shopping experience.
The store has been designed by interior designer, Tabitha Isobel, and is described as "exuding modern elegance intertwined with historic charm", featuring original 19th Century details combined with contemporary materials as used in Carl Friedrik's collections.
Mattis Oppermann, Co-founder of Carl Friedrik, said: "The launch of our first physical and flagship store has been a goal for many years. We have worked through a meticulous design process to reflect our ethos of quality and timelessness. It's an exciting time for the brand and our customers alike."
Instead of having a till in-store, shop assistants are on hand to place orders via handheld devices, with product then brought up to customers or delivered directly to their homes.
With a dedicated lounge area furnished with mid-century and post modern pieces and works "that speak to the romance of travelling", customers are encouraged to relax and immerse themselves in the brand's aspirational world of travel.
Carl Friedrik was founded in 2013, with a small initial investment, selling leather accessories. This year, the brand marked a significant milestone by closing its first investment round, raising £1 million through an innovative customer-led angel round to fund further investment in design and development, manufacturing and retail.
In May this year, Carl Friedrik launched a four-piece capsule collection in collaboration with Hackett London.
Image credit: Daniëlle Siobhán
