Melbourne-based luggage brand July launched in 2018 with the aim of streamlining the travel experience with sophisticated, minimalist and functional designs.

While July began as an online-only business, it soon started receiving requests from people who wanted to see and feel their luggage before buying – hence this store at QV, which replaced an earlier store at Emporium.

The space was designed by One Design Office (ODO), the same firm that helped design July’s award-winning cases. The store incorporates the website’s muted palette and simple lines, reflecting the soft edges of the luggage with smooth, seamless walls and curving counters that peel out into the shop.

July’s signature carry-on piece 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. It’s available here in multiple bright hues, and in larger sizes for checked luggage.

July also sells soft backpacks, weekender and tote bags, and accessories including phone cases, luggage tags and toiletries.

Shoppers 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.