Cambridge Satchel, the renowned bag specialist, introduces an exciting transformation in tandem with the grand opening of its flagship store in London’s vibrant Covent Garden.
The brand’s rejuvenated identity boasts a contemporary and robust appearance, characterized by a unique hot orange color palette. Alongside this, a brand-new logo and monogram have been integrated to reflect the brand’s audacious spirit and premium quality, firmly emphasizing its cherished «made in England» heritage.
Accompanying this brand facelift is a compelling tagline, ‘The Cutting Edge of British Tradition,’ signifying the brand’s commitment to preserving craftsmanship and time-honored traditions while injecting a contemporary, bold, and daring spirit that resonates with British culture.
This rebranding initiative follows the brand’s acquisition by the French textiles giant, Chargeur, and the departure of founder Julie Deane, just over a year ago.
Described as a «jewel box of a store,» the new Covent Garden location was meticulously designed to harmonize with the brand’s refreshed identity, crafted by the esteemed French design studio, Malherbe. Notably, this store marks a significant milestone as the brand’s first new store since the Chargeurs takeover.
Situated within Covent Garden’s iconic Market Building, the store seamlessly merges the modern rebrand and graphic identity with bespoke joinery, a striking color scheme, and prominently displayed refreshed logos throughout the store.
This intimate and compact space showcases a curated selection of classic and contemporary pieces from the brand, including its popular embossing personalization service.
Furthermore, the company disclosed that the store will also serve as an exceptional London showroom for all new products and forthcoming collaborations. Modern light boxes grace the space, featuring campaign imagery that strikingly contrasts with Covent Garden’s rich historical backdrop.
Cambridge Satchel’s CEO, Carine de Koenigswarter, expressed her enthusiasm for the Covent Garden store, stating, «Returning to our London home in Covent Garden, the store encapsulates the brand’s future direction while retaining the same trusted and beloved products.»
Cambridge Satchel’s captivating rebrand and flagship store debut mark a transformative chapter in its journey, uniting tradition with innovation and celebrating the excellence of British craftsmanship.
