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Barbour opens ‘New Heritage’ concept store in Covent Garden

Tom Bottomley
23 August 2024

Barbour has opened a new concept store at 37 Neal Street in Covent Garden’s Seven Dials, which nods to the brand’s 130-year history.

The new store is housing Barbour’s most fashion-forward ranges, including Heritage Select, Heritage + and Re-Engineered.

Showing its commitment to circularity, Barbour’s Re-Loved jackets are also available in-store, alongside a re-waxing service allowing customers to bring in well worn items to have them carefully restored by in-house experts.

Barbour

The store has been designed to create a space to immerse customers in Barbour’s heritage and storytelling. The décor takes inspiration from the brand’s first market stall founded in 1894 in South Shields, featuring a rich colour palette, enamelled signage, covered entrances and exposed ironwork.

Green tin lights mimic those found in the brand’s North East factory, while solid oak furniture, bronze and brass detailing, and aged mirrors "pay homage to Barbour’s history with a modern twist".

Paul Wilkinson, Commercial Director at Barbour, said: "Our New Heritage stores are here to tell the authentic story of our brand to consumers and connect with our unique heritage as well as offering one-off, limited edition Re-Loved jackets and re-waxing services under our wax for life program - showcasing the business’s commitment to extending the life of our garments.

"Neal Street provided the perfect location for this type of store with a large international consumer, nestled with global brands and independent concept stores."

Barbour

Michelle McGrath, Executive Director at London landlord Shaftesbury Capital, commented: “Barbour is an iconic British brand, steeped in history and committed to high quality craftsmanship. It is therefore fitting that the brand is opening on Covent Garden’s Neal Street with the introduction of its New Heritage concept, which marries archive inspiration with modernity.

“As stewards of Covent Garden, it is important to Shaftesbury Capital that we continue to evolve the offer, adding concepts that both complement and enhance the neighbourhood’s distinct character, and the new Barbour store does exactly this.”

The opening of Barbour follows the recent announcement that Swedish footwear and apparel brand Axel Arigato has opened a 2,500 sq ft store 21-23 Earlham Street, described as an "anchor unit" - opposite the iconic sundial pillar of Seven Dials.


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