LONDON — TV sells.
When Logan Roy on HBO’s “Succession” called a Burberry bag “ludicrously capacious,” searches spiked.
The same happened when luggage brand Carl Friedrik was featured on the hit show as well as “The White Lotus.”
The brand has now launched at Selfridges, expanding its roster of stockists that includes Harrods, Harvey Nichols and Matches.
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“Selfridges has been at the zenith of the British luxury department store experience for over a century. Being stocked at Selfridges not only validates the excellence and craftsmanship of Carl Friedrik, but also offers exposure to a discerning clientele,” said Niklas Oppermann, cofounder of Carl Friedrik, with his brother Mattis.
“Being featured in ‘Succession’ has opened us up to a whole new segment of customers who share our design and style values,” he added.
The brand’s products have seen 103 percent year-over-year growth as the company eyes expansion in North America, its biggest market, in the next six to 12 months.
At Selfridges, the brand has taken up space in the lower ground floor luggage department, situated next to Horizn and Paravel.
Carl Friedrik’s bestselling products are the Palissy Briefcase, retailing for 575 pounds; The Carry-on Pro at 445 pounds; The Check-in at 465 pounds, and the Palissy Weekend at 695 pounds.
The focus for the brand in 2024 is on “new luggage styles, materials and colors.”
“‘Succession’ was a close-to-perfect fit for us from an aesthetic perspective. We’ve been preaching the values of quiet luxury fashion — high-quality materials, everyday versatility, new-age minimalism etc. — since we launched in 2013, so it was nice to see our brand recognized on the show that really catapulted the look into the public consciousness,” said Niklas, reiterating the brand’s minimal and monochrome design ethos.