Luggage brand Carl Friedrik has opened its first retail store at 27 Regent Street in London.

The neo-Baroque style store, located in a Grade II-listed building, required minimal restoration approved by Historic England. “Regent Street is known by everyone, and around the corner it’s Jermyn Street, a hub for menswear and tailoring,” said Niklas Oppermann, who co-founded Carl Friedrik with his brother Mattis.

The brothers chose Regent Street for its commercial appeal and proximity to other high-end stores, like Church’s Sartoria Rossi. They had considered locations in Covent Garden, Marylebone, and Chelsea before settling on Regent Street. This isn’t their first venture into stand-alone retail; they previously ran a successful pop-up at the Royal Exchange in 2016, learning valuable operational lessons.

logan roy succession suitcase carl friedrik
Carl Friedrik luggages were featured in the hit show, ‘Succession’.

“This time we want to differentiate ourselves from a regular retail environment,” said Oppermann. The store, designed by Tabitha Isobel, features Carl Friedrik’s minimal aesthetic with shades of rich brown, dark chocolate, and ivory. The 2,000-square-foot space includes long ivory curtains for texture and large landscape imagery for color.

Looking ahead, Oppermann expressed interest in opening a store in New York, though there are no concrete plans yet. Carl Friedrik has established itself in the competitive luggage market, alongside brands like Rimowa, Antler, and Away. Their luggage, with its signature orange trim, has appeared in shows like “Succession,” “The White Lotus,” and Netflix’s “The Gentlemen.”

This year, the brand closed its first investment round, raising 1 million pounds to be used for design, development, manufacturing, and retail expansion.