In Pictures: Antler unveils flagship store on London’s Regent Street

Heritage British travel brand Antler has opened a 2,400 sq ft flagship store at 100 Regent Street, marking the brand’s first standalone UK store since it was bought out of administration by Australian business Strandbags Holdings in 2020.

It represents a significant turnaround for Antler, driven by CEO Kirsty Glenne, who joined the brand in 2022 - having previously held executive roles at Alexander McQueen and Dr Barbara Sturm - with a mission to steer it away from the mass market offering to which it had drifted, into a more elevated proposition.

The brand’s relaunch was first announced in May 2023, with a new campaign that rediscovered Antler’s 1920s tagline, ‘For Those Who Travel Often’.

The Regent Street opening follows four consecutive years of double-digit profitable growth for Antler, with global sales reaching £52 million, up 17% year-on-year.

Strategic investment into new product categories including bags and accessories has broadened Antler’s reach beyond core luggage to grow its consumer base, placing the brand firmly on track to reach £100 million in global sales by 2029.

Antler’s standalone UK location brings to life its new brand identity in a physical setting, following the success of a one-year residency on Spring Street in New York, and a pop-up store in Selfridges in London in 2025.

The Regent Street opening signals the beginning of Antler’s wider retail investment strategy, with plans to open more stores in the UK and internationally in the coming years.

Kirsty Glenne said: “The opening of our Regent Street flagship is a defining moment for Antler and a powerful statement of our ambition.

“This store brings our brand to life as a destination that expresses our values, our heritage and our confidence in the future of physical retail, while creating a new, meaningful way for customers to engage with Antler. Regent Street provides the perfect stage for the next chapter of Antler’s growth.”

The new store will allow customers to explore Antler's full range of luggage, bags and accessories, which cater for anything “from the daily commute to long-haul adventures”.

Premium hard-shell suitcases feature in the ‘Heritage’ collection, active travel pieces can be found in the ‘Discovery’ collection, while the ‘Icon Stripe’ range serves as the brand’s core bestselling offer.

Designed in collaboration with design agency Checkland Kindleysides, the flagship store brings together product and travel expertise within a contemporary, design-led retail environment defined by natural materials.

Set over two floors, the ground floor forms the primary retail space, centred around a bespoke layered table designed as a focal point of the floor. The table features a soft, tactile surface designed to encourage hands-on interaction, allowing customers to open cases and explore the form and function of Antler’s collections.

The lower ground floor has more retail space and leads through to an intimate lounge-style setting with refreshments served, inviting customers to relax and explore the collection. The space also converts from retail floor to an adaptable showroom and events space designed to host talks and cultural moments, “bringing together London’s travel community”.

Furniture throughout the flagship has been designed and made by Toogood, the London-based studio led by British designer Faye Toogood, introducing a sculptural yet functional design language throughout the store.

In keeping with Antler’s wider engagement with British creatives, staff uniforms have been curated in collaboration with London clothing brand Studio Wylder, each piece finished with a bespoke Antler patch featuring the brand’s new monogram, described as “a new brand code developed from the interlocking geometry of Antler’s icon and brand mark”.

Launching in a palette of signature green, archival coral and warm white, the monogram is a symbol of Antler’s design heritage and will launch with a flagship-exclusive cashmere scarf and throw, packing cubes and a candle in Antler’s signature store scent, ‘Shared Worlds’.

Introduced to mark the milestone opening of the Regent Street flagship, the monogram is designed to remain a long-term brand code, reflecting Antler’s evolution from heritage luggage maker, founded in 1914, to a modern British travel lifestyle brand.

Antler’s sustained global growth has also enabled it to accelerate its strategic expansion into a House of Brands through acquiring Paravel and undertaking the expansion of Nere’s international business.