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This the third physical location for chic luggage brand July, which started as an online-only business in 2018. The first two stores were in Melbourne, where the brand was founded.

Designed by Ava Construction, the interior is purposefully pared back, with clean lines, natural timbers and grey tones that put the focus firmly on the products. And they do stand out – the dusty pink, sky blue and moss green suitcases and carry-on bags pop against neutral shelving. While the bright colours make spotting your luggage on baggage carousels easier, they’re also a fashion statement.

But July’s tough, hyper-functional designs, not looks, are what’s driven its success. The brand’s signature carry-on piece, for example, is a “crush-proof” 42-litre wheeled suitcase that comes with an 20-stop adjustable handle, ejectable battery, and USB and USB-C ports so you can charge your phone and laptop at the same time.

The same bag is available in larger sizes for checked luggage, and July also sells soft backpacks, weekender and tote bags. Accessories including phone cases, luggage tags and toiletries bags are also in the catalogue.

Buyers shopping at this physical store still receive all the benefits of the brand’s popular online model, such as a 100-day trial and generous warranties that start at five years on certain pieces and extend to lifetime for hard luggage.