Barbour opens concept store at Covent Garden’s Seven Dials

Barbour has opened a new concept store at 37 Neal Street in Shaftesbury Capital’s Seven Dials neighbourhood in Covent Garden.

Taking a 1,588 sq ft unit, the luxury lifestyle brand’s store is based around its ‘New Heritage’ design concept, nodding to the brand’s dual identity as both historic in legacy and contemporary in design.

As well as the brand’s most popular ranges, the store will also offer pre-loved clothing as well as a ‘re-wax’ service allowing customers to bring their items in to be restored by an in-house team.

Barbour at Covent Garden joins its sister store on Shaftesbury Capital’s Carnaby Street, which opened in the Soho neighbourhood earlier this summer. Shaftesbury Capital said the launch of the two concept stores within its estate reiterates the group’s commitment to introducing brands that celebrate the portfolio’s unique heritage.

Covent Garden is home to a number of other British heritage brands, including Paul Smith, Radley London, Penhaligon’s and Mulberry.

Michelle McGrath, executive director of Shaftesbury Capital, said: “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 global Swedish footwear brand Axel Arigato has also opened at Seven Dials. The brand has taken a 2,500 sq ft anchor unit opposite the iconic sundial pillar, offering a range of womenswear, menswear and accessories.