Kapten & Son, the lifestyle brand known for its minimalist design and functional travel essentials, will officially open its first UK flagship store in London’s vibrant Seven Dials on August 16th. It’s a move that marks a major milestone in the brand’s international journey—and one that, according to Michael Rawson, Senior Country Manager UK, was always part of the bigger vision.
“London is one of the world’s most influential lifestyle and fashion capitals,” Rawson says. “We’ve seen strong demand from UK customers through our online business, and opening a flagship store here is a natural progression for our brand.”
The store’s arrival follows successful retail launches across key European cities such as Frankfurt, Vienna, and Amsterdam. But for Rawson, the UK represents something unique. “We see London as an exciting complement to our existing European markets. The UK customer base is highly engaged and style-conscious, and we believe the London store will quickly become a strong brand anchor.”
Positioned in Seven Dials—an area known for its creative energy and independent spirit—the store reflects a shift in how Kapten & Son envisions its global presence. “This store is a key milestone in our long-term strategy to grow Kapten & Son into a truly international brand, with owned retail spaces that bring our products and community experiences to life.”
More than a place to shop, the new flagship is designed as an immersive, experience-led space. “Our goal has always been to create an experience, not just a point of sale,” Rawson explains. “We want customers to spend time, interact with the products, and explore all the details that set Kapten & Son apart.”
A standout feature is the store’s “Magic Mirror”—a piece of tech designed with real-world customer behaviour in mind. “Customers often struggled to see how a backpack looked from behind and would ask staff to take photos,” Rawson says. “The Magic Mirror solves this by giving a live rear view, making the experience fun and incredibly practical at the same time.”
Utility is clearly central to the store’s concept. From a hand luggage size-check station to a dedicated packing table, the aim is to replicate real-life scenarios. “Our customers live dynamic lives and expect products that can keep up,” says Rawson. “We want people to walk out knowing they’ve found the perfect fit for their needs.”
As for the future of retail, Rawson is clear: technology is here to stay. “Technology enhances the experience and helps bridge the gap between online convenience and offline discovery.”
But Kapten & Son’s vision goes beyond product and tech. At its heart is a growing community. “We’re building a community of modern urban explorers: people who are always on the move, whether commuting, travelling, working, or staying active,” Rawson says. “They want products that combine style and function, and they appreciate brands that speak to their way of life.”
Asked what it means to be purpose-driven in today’s fast-paced retail world, Rawson is grounded. “For us, purpose is about delivering products and experiences that genuinely make people’s lives easier and better. It’s also about building long-term trust with our customers, partners, and employees by staying true to our values and being consistent in everything we do.”
That consistency is also evident in the brand’s design philosophy. “We approach every product with the belief that less is more, but it should still work beautifully in everyday life. Our design team spends a lot of time refining details, from hidden compartments to perfect strap lengths.”
With a presence in over 50 countries and more than 300 retail partners, Kapten & Son has no plans to slow down. While the team is keeping details of the Seven Dials opening weekend under wraps, Rawson hints at “a great mix of surprises in and around the store.”
And for those wondering what’s next, Rawson is optimistic. “London is just the start. We definitely see the potential for additional stores in other major UK cities and are also exploring local partnerships and community activations to further establish the brand across the country.”
From its practical innovations to its purpose-led ethos, Kapten & Son’s UK debut is more than just a new store—it’s the beginning of a deeper dialogue with the modern British customer.
