Barbour has expanded its retail presence with a new store opening at 27 Neal Street in Covent Garden.
- This store is part of Barbour’s nationwide rollout of its ‘New Heritage’ retail concept.
- Housed in a Grade II-listed building, the store joins the area’s vibrant retail environment.
- The store offers unique features like limited edition re-loved jackets and re-waxing services.
- Barbour aims to connect with consumers and highlight its rich heritage through this new venture.
Barbour has made a strategic move in increasing its retail footprint with the launch of a new store at 27 Neal Street, Covent Garden. This location is part of the brand’s broader nationwide strategy to introduce their ‘New Heritage’ retail concept, blending industrial design elements with the traditional craftsmanship for which Barbour is known.
The new store finds its home in a historically significant Grade II-listed building, neatly positioning itself alongside other recent retail entrants like Finisterre and Loake. This site reinforces Barbour’s presence in Covent Garden, following their initial store opening at Long Acre in 2011. The choice of this iconic location underscores the brand’s commitment to reaching a diverse, international consumer base.
Earlier in the summer, Barbour took steps to broaden its market reach by launching a store in Soho’s bustling Carnaby area, indicating steady growth and continuous consumer engagement. The brand is also expected to debut in Leeds’s Victoria Quarter, expanding its footprint in the northern region.
Barbour’s ‘New Heritage’ concept is designed not only to celebrate its storied legacy but also to offer unique services such as limited edition re-loved jackets and a re-waxing service under its ‘wax for life’ initiative. According to Paul Wilkinson, Barbour’s Group Commercial Director, these features aim to narrate the authentic story of the brand and prolong the lifespan of its garments, enhancing sustainability.
Neal Street’s selection as a store location is strategic, given its significant foot traffic and the area’s reputation as a hub for both global brands and independent concept stores. This provides Barbour with an opportunity to engage with a broad audience and strengthen its brand positioning in the retail sector.
Barbour’s latest store in Covent Garden exemplifies its commitment to heritage and innovation, offering consumers a unique shopping experience.
