LONDON — Tanner Krolle, the 147-year-old British luxury leather goods house, is freshening its image with a string of new designs, three store openings and a racy ad campaign this fall. And unlike so many traditional European luxury and fashion houses, it’s not overly concerned about embracing its history as a bespoke accessories maker for English princes, Indian maharajas and American presidents.

“We’re not playing the heritage card,” said Guy Salter, chief executive of Tanner Krolle, which was founded in 1856 by Franz Frederick Krolle. “We’re focusing on the fact that Tanner Krolle is a modern London-inspired brand with a sassy, urban attitude.” The driving force behind Tanner Krolle’s rejuvenation, Salter and a private equity investor firm, Rupert Hambro and Partners, purchased the company in May 2002 from Chanel.

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