Rejoice! The Cambridge Satchel Company Opens Its First London Store

The Cambridge Satchel Company's rise to cult status is an 'It' bag fairytale, as it went from a kitchen table start-up to a must-have label worn by Alexa Chung and pals. The story was even transformed into an advert for Google Chrome. The latest chapter in the story is that the satchel is moving to London! Well sort of. The Cambridge Satchel Company are opening their first shop in the capital during London Fashion Week in February.

Fearne Cotton, Alexa Chung and Elle Fanning love their Cambridge Satchels

But you don't have to wait till then to buy their It satchels, as you can get a sneak peek of what the Cambridge Satchel Company London store will be all about at their pop up store in Covent Garden. It opens next Saturday and will be open seven days a week throughout December and January.

The pop-up will sell their classic and fluoro bags as seen on Alexa Chung, Fearne Cotton, Elle Fanning, Zooey Deschanel and the cast of Mad Men. It will be the perfect stop for festive shopping as they will sell all their classic bags, and then special Christmas metallic and seasonal designs.

Julie Deane, who created the company with her mum from her kitchen table with just a £600 investment (we told you it was a fairytale story), said of the store opening: 'This has been an incredible year for The Cambridge Satchel Company, our customers want a place to come and visit us and we have found the perfect home in Covent Garden. This shop will be unique, not only will we be selling the core range but also special exclusive bags, there will be a host of special events and something for the blogging community who supported us from the start.'

Bloggers played a big part in the initial hype surrounding the Cambridge Satchel Company and Julia said they want to pay them back for all their help in the London store. 'We will be offering membership of an exclusive Bloggers Lounge which will give this community a base whilst in London along with a few special perks,' she explains. Sweet! Which will you choose?

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