Away chooses Seven Dials for first international store

New York travel brand, Away, is opening its first permanent international store in London’s Seven Dials later this month.

Away has chosen a 3,000 sq ft space at 9 Earlham Street, which will feature the brand's entire range of luggage and travel accessories.

The London store has been designed by Away’s internal retail and creative team who have worked closely with London-based designers and artists to create a minimalistic aesthetic for the Seven Dials store interior.

The layout of the store has been designed to help customers personalise their luggage requirements, such as choosing a second or third product to match their suitcase, adding Away’s signature leather stickers, or a hand-painted monogram.

Jen Rubio, co-founder and chief brand officer, at Away says: “We’re thrilled to open our first UK store at Seven Dials alongside so many other iconic brands. 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.”

Away's Hayes Valley store in San Francisco
Away's Hayes Valley store in San Francisco