An English heritage brand begins a new retail chapter in South Africa

For South African Barbour enthusiasts, a visit to the brand’s Sandton City store represents a welcome change. A label they may have discovered while travelling can now be explored closer to home. For customers encountering Barbour for the first time, the dedicated store offers an introduction to the clothing and the stories behind it.

The store is part of a new retail chapter for Barbour in South Africa, with Adventure Brands managing its importing and distribution locally. There are also plans to expand the retail footprint within the country, building on the presence established at Sandton City.

Founded in South Shields, England, in 1894, Barbour has grown from a supplier of practical clothing for coastal workers into a family-owned British heritage and lifestyle brand. Its waxed jackets remain central to that identity, alongside a wider wardrobe of shirts, knitwear, dresses, footwear and accessories.

In South Africa, that wardrobe has room for its own expression. A T-shirt worn on a summer weekend, a shirt for a casual lunch or a wax jacket packed for a countryside break can introduce the brand through familiar occasions. The Barbour Way of Life connects its English roots with the everyday experiences of the people who wear it.

The media and influencer day at Barbour Sandton City on 15 October 2026 brought that introduction into the store. Guests explored the collections and the details that make the brand recognisable, while South African musician Majozi performed a acoustic set in store.

Byron Teo, Barbour’s GM IMEA & SEA, Global Distributors, attended the gathering, bringing an international brand perspective to the South African occasion.

Rikus “RadioRaps” de Beer attended the gathering. A Barbour fan for years, he has bought the brand abroad and can now enjoy the convenience of a dedicated local store.

For new customers, the classic jackets provide a starting point for understanding Barbour. The shorter Bedale reflects its riding origins, the Beaufort carries the details of its country heritage, and the longer Border offers a different silhouette. Tartan linings, corduroy collars and waxed cotton explain how practical choices became recognisable design features.

The story continues after a purchase. Barbour’s global Wax for Life programme includes re-waxing, encouraging customers to care for their garments. The South African team can advise on the care options available locally.

The Sandton City store gives both longstanding fans and curious newcomers a place to try the clothing and learn about the brand. As plans for a wider retail footprint develop, the opportunity is to build a South African relationship with Barbour through local access, product discovery and the experiences customers bring to their clothes.