Established in South Shields in the North East of England, where it is still based, Barbour’s durable waxed cotton jackets are a staple of the British farming and country community. Yet by adapting its range of jackets and expanding across the full gamut of accessories, including footwear and accessories for men, women, children and even dogs, the company has greatly strengthened its position as a versatile lifestyle brand.
However, it is with its sustainability play that it has really garnered attention worldwide. Its “Wax for Life” initiative encourages customers to extend the life of their garments through re-waxing and repairs.
The company is also working to source materials responsibly and reduce its environmental impact, aligning with the growing consumer demand for ethical and sustainable fashion.
The brand also runs a re-loved programme, where Barbour customers can exchange their used garments for money off a new one. The used garments are then either repaired, rewaxed and “re-homed”, says the company, or their materials recycled and upcycled elsewhere in the business or sold on.
And the brand is loved in the UK and abroad. Barbour is deeply rooted in British culture and heritage and its association with the countryside and royalty – holding several Royal Warrants – as well as is highly durable and waterproof materials holding up well against the British weather have all cemented its appeal at home and overseas.
For many UK consumers, Barbour evokes a sense of tradition and of a bygone age of Britishness. The brand’s enduring appeal across generations creates a strong emotional connection too, driving sales among a wide demographic and wide age range.
The brand is also favourably viewed by overseas shoppers for many of the same reasons. While seen as quintessentially British and durable, in many international markets, Barbour is positioned as a premium or luxury brand, associated with high quality and exclusivity.
Again, its association with royalty, celebrities and a sophisticated lifestyle makes it an aspirational brand for consumers worldwide.
This is reflected in the company’s performance. In 2024 it reported revenues increased by £56.5mn, with turnover also growing from £286.6mn to £343.1mn – up by 19.7%. The heritage brand did stress it continued to face a “challenging macroeconomic climate”, with operating profit decreasing to £6mn.
Barbour notes: “Our long-term strategy remains consistent and relevant, dedicated to the vision of being recognised as a trusted and leading British global lifestyle brand with distribution channels via wholesale, retail, ecommerce and licensing.
“We always strive to deliver excellent service, remain steadfast in our commitment to the heritage and ethics of our brand, supporting sustainable recovery and long-term growth in line with our vision and values.” And its many domestic and overseas customers would seem to agree.
This is one of six profiles in the brand new UK Luxury 2025 report. Burberry, FarFetch, Harrods, Lyst and Paul Smith are also looked at in detail.
The full report examines the market dynamics of the luxury sector across the UK. It highlights key drivers of consumer behaviour, such as the perceived value and longevity of luxury items, the growing influence of sustainability, and the increasing importance of technology and mobile-first shopping.
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