When Barbour first began in 1894, its waxed cotton jackets were designed for the rugged British weather. More than a century later, those same values of craftsmanship and resilience are being reimagined for the Gulf.
“The Middle East is a region that values heritage, craftsmanship and authenticity. These qualities are at the heart of Barbour,” says Neeraj Teckchandani, CEO of Apparel Group. “The decision to expand here was inspired by a growing demand for meaningful luxury – brands that combine tradition with modern relevance.”
Under Apparel Group’s leadership, Barbour’s entry into the region is more than a franchise expansion. It’s a cultural exchange, aligning British heritage with the GCC’s dynamic, innovation-driven fashion scene. “The GCC stands as a global hub for innovation and fashion,” Teckchandani notes. “That makes it the ideal foundation for Barbour’s Middle East journey.”
Reinventing a classic
The brand’s most recognisable product – the waxed jacket – may seem an unlikely fit for Dubai’s climate. Yet Teckchandani insists that Barbour’s appeal transcends weather. “Barbour is much more than a rainwear brand. It represents a heritage of craftsmanship, resilience and timeless style. It stands for quality and authenticity rather than season or climate.”
To adapt, Apparel Group and Barbour’s design teams have curated a regional collection that honours the brand’s British roots while ensuring comfort in warmer conditions. “We carefully curate every collection to preserve Barbour’s identity while adapting to the lifestyle of the region,” Teckchandani explains. “We’ve expanded the range with lighter fabrics, casualwear and transitional pieces suitable for all seasons in the GCC.”
The result is what the company calls the ‘52 Weeks All-Summer Collection’ – a special line tailored for the Gulf that features classic silhouettes in breathable fabrics. The concept speaks to modern Middle Eastern consumers who seek understated elegance and quality craftsmanship, not just climate-specific fashion.
“In the Middle East, there’s a growing appreciation for brands that have a story and a soul,” Teckchandani adds. “It’s not only about outerwear. It’s about a way of life that combines functionality, heritage and elegance — values that resonate deeply with consumers in the UAE and beyond.”
Authentic connections
As the brand gains visibility, the next step is cultural relevance – that means working with regional influencers. But Teckchandani is quick to note that this won’t be the typical influencer strategy. “We’ll collaborate with creators who share Barbour’s values of authenticity, craftsmanship and timeless style,” he says. “The goal is to build long-term relationships with individuals who can tell the Barbour story in a way that connects with modern consumers.”
Apparel Group takes a hands-on approach to ensuring that these partnerships feel genuine. “We begin by immersing our partners in the Barbour story,” he says. “They learn about the brand’s 130-year legacy, its dedication to quality and its commitment to sustainability. Once they experience the craftsmanship and understand the values behind it, their connection becomes genuine.”
Barbour’s first steps in the Middle East are already underway. Following openings at Dubai Hills Mall and City Centre Mirdif, the company plans to expand across the GCC, with flagship stores expected in Saudi Arabia, Bahrain, Kuwait, Oman and Qatar. Each store will blend British craftsmanship with what Teckchandani calls “Middle Eastern warmth and hospitality,” offering immersive retail experiences that reflect both cultures.
For Teckchandani, the brand’s arrival marks another milestone in Apparel Group’s mission to bring global names to regional audiences. “Each new store will bring Barbour’s heritage to life through design, experience and storytelling,” he says. “Our aim is to make British heritage relevant for today’s Middle Eastern consumer.”