Premium travel goods brand, Carl Friedrik, is pleased to announce the opening of its second physical retail store on Floral Street. This strategic expansion into one of London’s most vibrant retail destinations, Covent Garden, allows the brand to showcase its design-led, minimalist philosophy within a refined physical space.
The development has been fuelled by the success of Carl Fredrik’s flagship location on Regent Street, which only opened its doors to customers last June. Sales eclipsed Year One projections by 40%, reflecting a strong consumer desire to shop the brand in-store. UK online sales witnessed a similar spike, highlighting a positive omnichannel impact.
Mattis Oppermann, Co-founder, said: “In-store shopping is a crucial touchpoint offering customers meaningful interactions with our product line and knowledgeable staff. It’s clear many UK customers still favour the brick-and-mortar experience to e-commerce, and we’re confident that opening a new London location will help us better serve this demand”.
The label continues to challenge the traditional luggage shopping experience by honouring the gallery-esque ethos of the Regent Street store. Developed by interior design house Studio Tuesday, the elegant setting (1296 ft2) reflects Carl Friedrik’s minimalist aesthetic. Warm timber shelving hugs the interior walls, with each product afforded ample breathing space. At the centre is a custom-designed timber table topped with natural vachetta leather, the signature material in the brand’s longstanding Heritage collection.
While Carl Friedrik has historically favoured a direct-to-consumer approach, bricks-and-mortar retail has become an increasingly scalable and profitable channel, with the Regent Street flagship driving repeat customers, online growth, and new wholesale opportunities. The new Covent Garden store addresses previously untapped demand in the city and strengthens the brand’s presence in its hometown, offering a personal shopping experience built around its most iconic travel pieces and bestsellers. Despite challenging market conditions, Carl Friedrik continues to thrive by scaling with purpose remaining agile, customer-centric, and committed to longevity and quality.
Nikas Oppermann, CEO & Co-founder, commented: “Covent Garden is a destination shopping area synonymous with creativity and an eclectic mix of independent boutiques and high-end fashion brands. It’s a fitting location for Carl Friedrik, in the heart of the city where the brand was born”.
Carl Friedrik Floral Street opens to customers at 10 am on Friday, 21st November 2025, at 18 Floral Street, London, WC2E 9DJ.
