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Away selects Seven Dials for first international store

Away, the New York-based premium luggage brand, is to open its first permanent international store in London’s Seven Dials this month.

GENERAL MERCHANDISE

Away selects Seven Dials for first international store

Away, the New York-based premium luggage brand, is to open its first permanent international store in London’s Seven Dials this month.

Spanning 3,000 square feet, the shop in Earlham Street will act as a showcase for the brand’s complete collection of luggage and travel accessories. 

The brand used London-based designers and artists for the creation of the store concept which reflects Away’s minimalistic aesthetic. The layout has been designed to guide visitors as they build and customise a range of purchases by pairing a suitcase with accessories or adding Away’s signature leather stickers or a hand-painted monogram.

Jen Rubio, Away co-founder and chief brand officer, explained: “We view our stores as much more than a place to just sell products, but as a hub to bring together a community of people who love to travel as much as we do, and to inspire them to plan their next trip. London is an incredible city that draws people from all over the world, so I’m thrilled to deepen our roots in this vibrant and global location.”

The impending Away launch follows the news that men’s fashion brand Farah will be relocating and upsizing to 3 Earlham Street later this year. Shaftesbury has recently completed a range of upgrades to the street which have included enhancing shop fronts, improving road surfaces and widening the pavements.

Sam Bain-Mollison, head of retail at Shaftesbury, said: “We are thrilled to have secured Away’s first UK flagship store at Seven Dials. The brands innovative and premium products will complement the retail line up and grow the appeal of this emerging luxury market within a central London location.“

 

 

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