Shot by Tim Charles
Tuesday 7th May 2024: 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.
Shot by Tim Charles
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.”
Editor’s Notes:
Antler Icon Collection:
Icon Stripe Cabin: £175
Icon Stripe Medium: £210
Icon Stripe Large: £245
Soft Stripe Cabin: £170
Soft Stripe Medium: £210
Soft Stripe Large: £240
Discovery Backpack: £140
Packing Cubes: £50
Luggage Strap: £20
Luggage Tag: £12
Address:
Selfridges
Lower Ground Floor
400 Oxford Street
When:
3rd May – 28th June 2024