New York travel lifestyle brand picks Seven Dials for first international store

New York-based lifestyle brand Away is setting up its first permanent international store in London.

The company signed a deal with property firm Shaftesbury for a 3,000 sq ft store at Seven Dials, where it will showcase its range of luggage and travel accessories.

Interiors for the shop, located at 9 Earlham Street, were created by London designers to reflect the area’s architecture and style.

Jen Rubio, co-founder and chief brand officer at Away, said: “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.”

Jen added: “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.”

Shaftesbury’s head of retail, Sam Bain-Mollison, commented: “We are thrilled to have secured Away’s first UK flagship store at Seven Dials.

“The brands innovative and premium products will complement the retail line up and grow the appeal of this emerging luxury market within a central London location.”

Sam continued: “This type of exciting international brand will add to the shopping experience and Away will be a great fit for the high number of visitors and global travellers that shop at Seven Dials.”

Away will open at Seven Dials this month.

Property agents JLL and Nash Bond acted for Shaftesbury on the deal. JLL represented Away.