Senior E-commerce Data Analyst, Carl Friedrik

Early on, the founders shifted from wholesale to direct-to-consumer, giving them direct insight into who was buying and why. So that feedback loop helped shape everything from their expansion into luggage in 2019 (which tripled revenue over four years) to the design of their physical stores. While many retailers are pulling back from brick-and-mortar, Carl Friedrik has leaned in, opening a flagship on Regent Street and a second store in Covent Garden after the first outperformed expectations by 40%.

Carl Friedrik also partnered with William Racing, launching a co-branded travel collection in 2025. It's a smart fit with both brands trade on precision, engineering and British heritage, and signals growing commercial momentum. For Carl Friedrik, aligning with a global motorsport name elevates it from a well-regarded travel brand to a lifestyle label on an international level.