Cambridge Satchel Co's London flagship opens

By

Sandra Halliday

Published
Mar 14, 2019

Premium bag brand Cambridge Satchel Company has opened its London flagship in the fast-developing Seven Dials area with the new store partially a step back in time for the label as it marks a return to the neighbourhood, the location it chose in 2013 when it unveiled its first-ever store.

The new London store has been designed in-house to serve as the flagship for the brand’s UK portfolio. It’s situated at 37 Neal Street and comes as the brand is in a very different position than it was back in 2013. The earlier store had opened at a time when it was one of the fastest-growing young bag labels in the UK with a wholesale focus. But the now-more-mature label is currently celebrating its 10th anniversary and the new location is its fifth UK store. It has other shops in Cambridge, Brighton, Edinburgh and Bicester Village.

And as a look at any of the stores in those other locations will show, being in a quirky neighbourhood with ‘characterful’ buildings is an important part of the brand’s image, a view backed up by founder and CEO Julie Deane.

“This milestone birthday of 10 years was something special to us - it was a chance to see how far we’ve grown from our first store on Shorts Gardens in Seven Dials,” she said. “We’ve had the opportunity to trial other ventures in London, which has shown the virtue of our original location. The cobbled streets, Victorian lamps and unique character in Seven Dials really speak the language of our brand and we are so pleased to come home.”

Addy Williams, Retail Portfolio Manager at landlord Shaftesbury added: ““To welcome The Cambridge Satchel Company back to Seven Dials, after serving as an incubator for the company in its establishment 10 years ago, really captures the strong sense of community we offer to brands. This opening reflects our strategy of building a rich mix of boutiques and a bespoke experience for visitors, in the heart of the bustling West End.”