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Kipling debuts new store concept on Regent Street

Tom Bottomley
04 July 2019

Belgian fashion bag, backpack and luggage brand Kipling, part of VF Corporation since 2004, recently relaunched its new store design concept at its Regent Street flagship.

As part of a new creative direction strategy, Kipling will refresh and roll out this new concept to its stores worldwide, complete with new brand logo. Each store will be unique to the city it resides in, onboarding the community and local artists to produce murals and artwork.


London is the first Kipling store to open with the new store concept, inviting customers to experience “the new Kipling.” The concept draws inspiration from natural elements – oak wood combined with the coated metals and concrete –  which complement the brand's new direction.

Kipling's global president, Vera Breuer, comments: “Customers today want to experience something and, when they make the effort to come to our stores, there has to be a reason why - more than just offering them a product that they like or that complements their lifestyle.”


The new store concept is designed to engage with customers through immersive experience, offering a personalisation corner. Customers are free to add their own personal style to the bags through a range of keyrings, and personalised embroidery and can add their name or initials to their bag of choice. There will also be a map of London where customers can pin recommendations of the city’s best kept secrets.

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