Luggage goes luxe in a new collaboration between Swedish brand Carl Friedrik, known for its sleek suitcases, and the quintessentially British menswear label Hackett London. Launching on May 2nd, the five-piece collection reimagines travel essentials with a focus on quality materials and a touch of British flair.
“People see the British man as well dressed, a man about town,” says Niklas Oppermann, co-founder of Carl Friedrik with his brother Mattis. “There’s a romanticism to that persona,” he adds in an interview, hinting at the inspiration behind the collection.
Hackett, while offering some bags, has never ventured into full-fledged luggage collections. But a meeting with the Carl Friedrik team sparked a connection, leading to a collaborative design process.
“We didn’t explore the full potential that this category can bring until we met with the Carl Friedrik,” says Gianni Colarossi, Hackett’s vice president of product. The result? A harmonious blend of materials that exudes sophistication. Think “blazer navy” polycarbonate shells, gleaming gray lock frames, and a rich dark green lining complemented by dark chocolate brown trim.
The collaboration comes at a perfect time for Carl Friedrik. The brand has seen a meteoric rise, thanks in part to product placement on popular HBO shows like Succession and The White Lotus. This exposure led to a remarkable 103% year-over-year growth, attracting a whole new audience to their brand philosophy.
Interestingly, Carl Friedrik launched its luggage line just before the COVID-19 pandemic. Despite initial success, travel restrictions brought sales to a screeching halt. The silver lining? A surge in demand for briefcases as people adapted to working from home.
“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,” Oppermann explains. Thankfully, with travel restrictions lifted, luggage sales soared once again. The brand also strategically partnered with prestigious retailers like Selfridges and Harrods, while maintaining a focus on its successful direct-to-consumer model.
Oppermann sees these partnerships as “a point of validation” for the brand, hinting at a potential future with more brick-and-mortar stores. Large cities like London, New York, Chicago, and Los Angeles, where Carl Friedrik products consistently sell well, are at the top of their list.
It’s no surprise that North America makes up a significant portion of Carl Friedrik’s customer base, followed by the UK and the rest of Europe. While the brand enjoys a strong presence in the UK, their sights are set on further expansion within northern Europe before venturing into entirely new markets.
Beyond geographical growth, the Carl Friedrik brothers are also focused on expanding their product offerings. This strategic collaboration with Hackett is a testament to their commitment to innovation and a desire to cater to the discerning traveler seeking luggage that reflects both style and substance.