Kapten & Son Opens First UK Experience-Led Backpack Store in London – Strategic Step in International Expansion
German lifestyle and backpack brand Kapten & Son has reached a key milestone in its international growth strategy with the opening of its first UK store in London’s Seven Dials district on 16 August 2025.
Since its founding in Germany, Kapten & Son has built a strong direct-to-consumer business model, selling online in more than 30 countries and operating 15 flagship stores including Berlin, Vienna and Amsterdam. Expanding into London marks the next step in establishing a presence in strategically important global retail markets.
Best known across Europe for its blend of style and function, the company has developed a distinct reputation for durable, versatile backpacks. The new London flagship translates more than a decade of backpack design expertise into an experience-led retail format. Key features include:
- Packing Table – allowing customers to test backpack capacity for laptops, travel gear or daily essentials.
- Hand Luggage Size Check – ensuring airline cabin compliance before purchase.
- Magic Mirror – providing a 360-degree view of the backpack in use.
The location in Seven Dials, a high-footfall area known for a mix of independent and international brands, provides a platform to engage both local shoppers and international visitors. Alongside its core backpack range, Kapten & Son offers functional travel luggage, stylish sunglasses, and practical jackets – positioning the store as a one-stop travel and lifestyle destination.
“London is an important strategic move in our ambition to grow Kapten & Son into a truly global lifestyle brand,” said Johannes Theobald, Co-Founder and CEO. “As a specialist backpack brand, our goal was to create a retail space that reflects our product expertise and delivers an engaging, hands-on customer experience. Seven Dials offers us the ideal environment to achieve this.”
The London opening forms part of a broader expansion plan targeting other major European and international cities, with continued investment in both physical brand spaces and e-commerce operations.
In addition to opening a brick-and-mortar store, Kapten & Son launched a partnership with John Lewis in August. The long-established retailer is the brand’s first external sales platform in the United Kingdom and brings not only reach but also a high level of customer trust. Until now, Kapten & Son has only been available in the UK through its own online shop.