British heritage brand Barbour has opened the first store for its Barbour International sub-brand, under a 10-year lease in central London.
The 3,000 sq ft store occupies two floors in St James’s Gateway, situated between Piccadilly and Jermyn Street.
The store features a timeline detailing the BarbourInternational heritage, vintage motorcycles and video installations of famous riders.
Barbour national sales and marketing director Ian Beattie said: “By introducing Barbour International as a sub-brand, it offers our wholesale customers a choice of either country or biker style.”
The motorcycle-themed International range for men and women has featured as part of Barbour’s offer since 1936 but has been expanded in recent years with capsule collections such as the Steve McQueen line. It counts Harrods, Asos and premium indie Jules B among its stockists.