Barbour, the renowned British luxury lifestyle brand, has opened its latest store at 37 Neal Street in Covent Garden’s Seven Dials neighbourhood. This new location reflects Barbour’s fresh design concept, New Heritage, which honours the brand’s dual identity as both historic and contemporary.
The new Covent Garden store pays homage to Barbour’s 130-year history by reimagining the practicality and durability of its roots for today’s market. The store features some of Barbour’s most fashion-forward ranges, including Heritage +, Heritage Select, and Re-Engineered. In keeping with Barbour’s commitment to sustainability, the store also offers Re-Loved jackets, alongside re-wax lockers where customers can bring in their well-worn Barbour items to be carefully restored by in-house experts, extending the life of these garments.
The store has been meticulously designed to immerse customers in Barbour’s rich heritage and storytelling. Drawing inspiration from the brand’s first market stall, founded in 1894 in South Shields, the store’s décor features a rich colour palette, enamelled signage, covered entrances, and exposed ironwork. Green tin lights, reminiscent of those in Barbour’s North Eastern England factory, combine with solid oak furniture, bronze and brass detailing, and aged mirrors to create a space that reflects Barbour’s history with a modern twist.
Barbour’s Covent Garden store joins its sister location on Carnaby Street, which opened earlier this summer. Both stores highlight Barbour’s historic British legacy while introducing new, innovative concepts within the Shaftesbury Capital estate. Covent Garden is home to a range of other British heritage brands, including Paul Smith, Radley London, Penhaligon’s, and Mulberry.
Michelle McGrath, Executive Director at Shaftesbury Capital, commented on the significance of the new store: “Barbour is an iconic British brand, steeped in history and committed to high-quality craftsmanship. It is therefore fitting that the brand will open 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.”
Paul Wilkinson, Group Commercial Director at Barbour, added: “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.”
The opening of Barbour follows the recent announcement that Axel Arigato, the global Swedish footwear brand, has also launched in Seven Dials, at 21-23 Earlham Street. The international lifestyle brand has opened a 2,500 sq ft anchor unit opposite the iconic sundial pillar, offering its extensive range of womenswear, menswear, and accessories.
