Luggage brand Carl Friedrik has collaborated with British heritage brand Hackett London to create a stunning five-piece collection. The collection, set to be released on May 2nd, is a masterclass in understated elegance, swapping Carl Friedrik’s signature burnt orange accents for a rich dark chocolate brown. This bold new direction is a nod to the idea of Britishness, with Niklas Oppermann, cofounder of Carl Friedrik, explaining that “people see the British man as well dressed, a man about town. There’s a romanticism to that persona.”
Hackett London, known for its high-quality clothing and accessories, has dabbled in bags, but luggage has never been a priority for the brand – until now. “We didn’t explore the full potential that this category can bring until we met with the Carl Friedrik team and formed a connection,” said Gianni Colarossi, vice president of product at Hackett. The teams worked together to find materials that would work, eventually settling on polycarbonate shells in “blazer navy,” shiny gray lock frames, dark green linings, and dark chocolate brown trim detailing.
Carl Friedrik has been on a roll, with sales surging after the brand’s suitcases were featured on hit HBO shows such as Succession and The White Lotus. As a result, the brand saw a growth of 103 percent year-over-year. The brand has 19 luggage variations and 40 styles of bags, with prices ranging from 395 pounds for a carry-on, polycarbonate shell wheelie bag, to 735 pounds for a vachetta leather weekend bag.
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The brand’s success can be attributed to its ability to adapt to changing times. Launched just before the COVID-19 pandemic, Carl Friedrik’s luggage category quickly became a huge success, accounting for half of the business. However, sales slowed during the pandemic due to travel restrictions, and the brand shifted its focus to briefcases. “E-commerce was a booming category in lockdown. The problem with our e-commerce was that we were doing it for products that were not being used,” said Oppermann.
After travel bans lifted, sales of luggage soared, and the brand partnered with wholesale partners such as Selfridges and Harrods. The majority of the business, however, remains direct-to-consumer. Oppermann believes that selling through top retailers is “a point of validation and a feather in the cap for most brands,” and the brand is exploring the idea of adding more retail locations.
The brothers are considering large cities such as London, New York, Chicago, and Los Angeles, where their products have been selling consistently. North America makes up 50 percent of the business, followed by the U.K. and the rest of Europe, each with 20 percent. The remaining 10 percent comes from various countries worldwide.
As Carl Friedrik continues to expand its offerings, the brand is putting its focus on northern Europe, with plans to develop the region before targeting new customers and markets.
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