After a second consecutive year of impressive online sales growth, luxury British luggage brand Antler is pleased to announce the opening of the brand’s first bespoke retail activation since their rebrand in 2023. The exclusive pop up is located in Selfridges London on the Lower Ground Floor.
The pop up coincides with Antler’s 110th anniversary and is the exclusive in store debut of the new Icon Collection, the first launched under Managing Director Kirsty Glenne. The space is designed for shoppers to discover the new styles with open cases showcasing the Packing Cubes, as well as an accessory range of strap and tag combinations available to create a personalised travel look. The innovative build is a modular design using sustainably sourced oak, enabling it to have a second life and be reconfigured for different spaces and future pop ups planned in across the UK.
The Icon Collection introduces new styles in Black, Taupe, Antler Green, Moorland Pink and Heather Purple, as well as Antler’s accessory system and the new Discovery Backpack. Inspired by the diversity of Britain’s landscapes, the colours in the new collection pay homage to Antler’s heritage as the British travel brand.
Antler Managing Director Kirsty Gleene says: “As one of our strategic wholesale partners I am delighted to see the new Icon collection launch in Selfridges London. Our new Icon collection represents the perfect merging of style and practicality, a result of the brand’s 110 years of experience as the British Travel Brand.”
