Kapten & Son ventures into new realms. The Deutsche Reisekarke hits a new course and ends up in London with its first regional flagship store. After the success on the European mainland with shops in Frankfurt, Vienna and Amsterdam, co -founder and managing director Johannes Theobald are now looking at the United Kingdom. There, Kapten & Son plans to expand its reach with minimalist design and experience shopping.
The business is scheduled to open on August 16 in the heart of Londons Seven Diaals in the Neal Street. Here the preference of the brand for technological innovations and practical shopping experiences as well as a selection of products for modern trips are made accessible to British consumers. In order to learn more about it, Fashionunited spoke to Theobald about London as the first location, the importance of technology in the business area and the next steps of Kapten & Son.
For expansion …
Why was London chosen as the location for the first British flagship store?
London is a global turntable for fashion and lifestyle. The diverse, international customer: the city is the perfect starting point for us in the United Kingdom. We record a strong demand from British customers: inside over our online channels. Therefore, it was a natural next step to bring the entire brand experience from Kapten & Son to London.
How does the British market fit into the brand’s more comprehensive international expansion strategy?
The United Kingdom is an important pillar of our European growth strategy. We were very successful in Germany and on the European mainland. Now we focus on building a strong local presence in important cities like London. We want to create flagship experiences that address our community everywhere.
What distinguishes the British consumers: inside of those in existing markets like Germany and the Netherlands? How were these differences applied to the new business?
British consumers: inside are particularly fashion -conscious and prefer urban, contemporary styles, especially in London. These findings have directly influenced both the product range that we want to offer in business and the visual merchandising, which places an even stronger focus on urban aesthetics.
Are you planning another expansion in the United Kingdom?
In any case. Hopefully London is only the first of many Kapten & Son Stores in the United Kingdom. We see great potential in other major cities and actively examine options for further expansion.
For experience shopping …
What inspired the integration of functions like the ‘Magic Mirror’?
Our customers: inside. When we designed the new store concept, we interviewed our employees: inside to frequent challenges of customers: inside. A recurring topic was that the fact that the backpack looks like from behind wanted to see from the inside, which is not possible with a normal mirror. Therefore, they asked our employees: always to take photos of them. The ‘Magic Mirror’ solves this in a playful and innovative way.
What role do technology do you think play in the physical shopping experience for Kapten & Son?
Technology is becoming increasingly important. From ‘Magic Mirror’ to other digital touchpoints in the shop, we are constantly looking for ways to make the shopping experience easier, more interactive and personal. We can’t wait to find more creative solutions.
How do you define the customer: inner group of Kapten & Son 2025? What do you expect from a brand?
Our customers: inside are modern, urban people, mostly between 25 and 40 years. They lead an active, dynamic life: they commute to work, travel, drive sports and spend time in the city. You are looking for products that offer functionality and high quality, but also expect an unmistakable design that fits seamlessly into your everyday life and your leisure activities.
How do the consumers are reflected in the brand – the ‘modern travelers’ – in the design of the business?
Travel and commuting are the focus of our customers’ lifestyle: inside and our product range. To reflect on this, we have integrated unique functions into the business: for example, a size inspection station where customers can simply test whether our suitcases and backpacks correspond to the airlines’ hand luggage.
We also designed a small part of the business in such a way that it resembles the interior of an aircraft, creating a subtle travel atmosphere. In addition, we have integrated a special packing table with plenty of space, where customers can open and explore our luggage and our backpacks and discover all the well -thought -out features and functions in detail.
To the business models …
Which feedback from European business has influenced the design and concept of the British location?
The feedback from our other shops showed us how much announced: inside the interactive and community -oriented elements of our shops. That is why we have put an even greater focus on experience -oriented functions such as the ‘Magic Mirror’ and flexible product presentations at the London business.
Does your Direct-to-Consumer model (D2C) develop with the introduction of further inpatient shops?
Yes, definitely. We have always been a D2C-oriented brand, but our own retail stores complement this perfectly by offering our community a physical space to get in touch with the brand. Both channels work hand in hand and allow us to offer an even better customer journey.
How do your retail partnerships and your online presence complement your own retail space? What is the current sales relationship between the individual channels?
Our retail partnerships and e-commerce channels are essential for increasing brand awareness and accessibility. Our own business enable us to present the entire brand experience of Kapten & Son. Our retail partners: However, inside play a crucial role, especially in new markets. They help us to reach new target groups and get in touch with customers: the inside that our brand may not yet know. In particular, the partnership with established, trustworthy retailers gives Kapten & Son immediate credibility and trust in markets in which we are still expanding our fame.
The relationship between online, own retail and wholesale varies depending on the region. In addition to our growing branch network, however, online is still a very strong pillar.
Are there any regions that do particularly well? Are there any new markets that you have in mind or in which you see expansion options?
Germany was our first and is still our largest market. Countries such as the Netherlands, the United Kingdom and France have shown an excellent growth, which is why we also open our experience stores in these markets. We also observe other European regions for the next phase of our expansion.
In addition to the expansion in retail, there are other plans for Kapten & Son?
Yes, we are actively working on the expansion and further development of our product range, especially in the area of backpacks for additional application cases and target groups. We also see exciting opportunities to introduce new additional product categories that fit seamlessly into the everyday life of our customers.
This interview was conducted in writing.
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