US backpack brand Eastpak, part of VF Corporation along with brands including Vans, Timberland and The North Face, has opened its first-ever standalone flagship store at 35 Carnaby Street in London.
The new store “signals the brand’s ambition to expand its monobrand store presence globally”, and is now showcasing Eastpak’s core collections of backpacks, luggage and accessories.
The store will also serve as an activation hub for new collections and innovation projects and will play a key role in introducing collaborations to market such as the new Eastpak x NBA collection – now in-store – ahead of future partnerships with leading designers, brands and artists.
Markus Hamm, President of VF Global Packs (incorporating Eastpak, JanSport and Kipling), said: “We’re thrilled to open our first Eastpak monobrand store in the heart of Soho. Carnaby Street is an iconic retail destination with a rich global heritage, and we’re proud to establish a presence where so many of our brand advocates, both local and international, come together.
“This flagship marks the beginning of an exciting journey. The Carnaby Street store is the first of several international openings we plan over the coming years, underscoring our commitment to growing Eastpak on a global scale.”
William Oliver, Director of Retail & Restaurant Leasing at London landlord Shaftesbury Capital, commented: “The arrival of Eastpak highlights our dedication to supporting brands on their ventures into standalone flagships, reinforcing Carnaby Street and Soho’s status as the leading location for innovative concepts.
“We continue to draw exceptional brands that value the distinctive character and strong commercial appeal of this world class retail destination, which is constantly evolving to meet the consumer demands.”
Founded in Boston in 1976, and originating when college students started carrying ex-military packs on campus in the US, Eastpak will be celebrating its 50th anniversary in 2026.