Away to open first UK store in Covent Garden

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Direct to consumer luggage brand, Away, has announced it will be opening its first UK store in the Seven Dials area of Covent Garden.

The 3,000 sq ft store will showcase the complete line of luggage and travel accessories, alongside a curate collection of other travel size products.

The minimalistic store interior takes design inspiration from local architecture and is designed to guide shoppers through the store to create their own personal “travel uniform” from Away suitcases and accessories and Away’s leather stickers or a hand-painted monogram.

Away Co-founder and Chief Brand Officer Jen Rubio said: “We view our stores as much more than a place to just sell products, but as a hub to bring together a community of people who love to travel as much as we do, and to inspire them to plan their next trip. London is an incredible city that draws people from all over the world, so I’m thrilled to deepen our roots in this vibrant and global location.”

The new Away store will be located on Earlham Street, Seven Dials, Covent Garden, and is set to open later this month.