Antler’s Regent Street Flagship Debuts Studio Wylder Staff Uniforms

Antler is making the staff uniform part of the sell, not the backdrop. At its new 100 Regent Street flagship, the brand has worked with London label Studio Wylder on employee looks finished with a bespoke Antler patch and a fresh monogram, turning the people on the floor into part of the store’s visual system instead of dressing them in generic retail kit.

That matters because this is Antler’s first standalone UK store, and the company is opening it with a clear point of view. The two-floor, more than 2,400 sq ft space opens on 21 April 2026 under owner ATR Holdings, part of Strandbags, and is meant to function as a design-led destination built around the brand’s luggage, bags and accessories. Regent Street is a strong stage for that move: The Crown Estate is positioning the address as a home for flagships and firsts, alongside names like Burberry, Mulberry and Jo Malone.

The uniform choice fits the larger brand reset. Antler, founded in Bury, Lancashire, in 1914, relaunched in May 2023 with a lifetime suitcase warranty, a refreshed identity developed with Frosty and a new monogram drawn from the interlocking geometry of the brand mark. The graphic is informed by Henry Moore and Barbara Hepworth, then rendered in Antler green, archival coral and warm white. That same monogram will show up at 100 Regent Street on an exclusive collection of packing cubes, a cashmere scarf, a throw and a candle in the store scent Shared Worlds.

For retail brands, that is the useful lesson here: uniforms can do more than signal employment. When they echo the store architecture, product language and visual identity, they become a customer-facing asset. Studio Wylder’s role gives Antler a sharper, more contemporary edge at the exact moment the company is trying to prove it is more than a heritage luggage name with a clever new logo.

The stakes are not small. Antler says it has delivered double-digit sales growth over the last three years since the 2023 rebrand, acquired U.S. luxury luggage brand Paravel and plans to open at least three stores in the UK and internationally over the next three years. A one-year residency on Spring Street in New York and a pop-up at Selfridges London gave the brand a runway; Regent Street is the full rollout. If the uniforms land, they will do more than dress the staff. They will make the flaghip feel like a complete Antler world from the moment the door opens.