Covent Garden’s popular Seven Dials neighbourhood has added a leading name to its retail line-up. British luxury lifestyle brand Barbour has opened on London’s Neal Street with the store featuring its fresh ‘New Heritage’ design concept “which celebrates its dual identity as both historic in legacy and contemporary in design”.
In a nod to Barbour’s 130-year history, the new store “is designed to deliver the practicality of its roots, re-engineering them for today to create purposeful designs with a contemporary aesthetic”.
The store houses the brand’s most fashion-forward ranges, including Heritage+, Heritage Select, Re-Engineered, Re-Loved, alongside Re-wax lockers.
Designed to “create a space to immerse customers in Barbour’s heritage and storytelling”, the store’s décor takes inspiration from the brand’s first market stall founded in 1894 in South Shields. It features a rich colour palette, enamelled signage, covered entrances and exposed ironwork.
Green tin lights mimic those found in the brand’s North Eastern England factory, and solid oak furniture, bronze and brass detailing, and aged mirrors “pay homage to Barbour’s history with a modern twist”.
Barbour Covent Garden joins its sister store on Shaftesbury Capital’s Carnaby Street, which opened in the Soho neighbourhood earlier this summer joining other British heritage brands including Paul Smith, Radley, Penhaligon’s and Mulberry.
Paul Wilkinson, Group 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 programme, 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.”
The opening of Barbour follows the recent announcement that global Swedish footwear brand Axel Arigato has also launched in Seven Dials, at 21-23 Earlham Street, with a 2,500 sq ft anchor unit.
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