Barbour to Open Its First Motorcycle-Inspired Store in London

The British label will open a flagship devoted to its motorcycle heritage.

The Barbour International fall campaign.

LONDON — Barbour International has inked a deal to open a flagship store in the Crown Estate’s recently completed 100 million pound, or $151.3 million, St James’ Gateway redevelopment between Piccadilly and Jermyn Street.

The 3,000-square-foot store will be under a 10-year lease and is expected to open in November. Crown Estates, which manages a number of retail and residential developments in London, declined to comment on the rent that Barbour will pay on the property. Tiger of Sweden is also confirmed as a new resident of St James’ Gateway, and industry sources expect Sunspel to agree on a deal soon.


“The letting to Barbour International is a great example of how we are successfully refining St James’ eclectic retail offer,” said James Cooksey, head of The Crown Estate’s St James’ portfolio. “It has a deep sense of heritage and culture, and we’re pleased that they share our passion for the area and confidence in its future as a destination for quality retail.”

With 28 Barbour shops located worldwide, this opening will be the brand’s sixth store in London. And this one will be the first inspired by its motorcycling heritage. The new flagship will carry lifestyle and technical motorcycle clothing for men and women, including the Barbour Steven McQueen line and other luxury collections.

“Motorcycle clothing first appeared in our brochures in the early 1900s and is just as important to Barbour’s heritage as country clothing,” Ian Beattie, Barbour’s national sales and marketing director, told WWD. “With this new dedicated store, we will be able to showcase our fashion collections inspired by the halcyon days of motorcycling.”