Dubai’s evolving fashion landscape just got a quintessentially British upgrade. Apparel Group, the retail force behind over 85 international brands in the GCC and beyond, has officially launched two standalone stores of UK-based outerwear legend Barbour in Dubai, at Dubai Hills Mall and City Centre Mirdif. This marks the brand’s physical retail debut in the Middle East.
Founded in 1894, Barbour is globally synonymous with weather-proof outerwear, classic waxed jackets, and a countryside-meets-urban aesthetic that’s both rugged and refined. Its new Spring/Summer 2025 collection offers a modern, climate-friendly evolution of the brand, showcasing lightweight fabrics and contemporary silhouettes adapted for the Gulf’s year-round sun. Customers can also personalise their experience through MyBarbour, a new pin badge customisation program, reinforcing community-building through heritage.
The present Dubai opening is not a one-off move, but part of a broader six-country deal between Apparel Group and Barbour announced in September 2024, covering the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, and Qatar. This aligns with Apparel Group’s recent strategy of onboarding legacy Western brands and localising their presence for GCC shoppers.
“We are thrilled to introduce Barbour’s inaugural stores in Dubai, marking a pivotal milestone in our regional expansion plans for the renowned brand,” said Neeraj Teckchandani, CEO of Apparel Group. “This launch reinforces our commitment to enhancing the region’s fashion landscape and providing our customers with an unparalleled shopping experience.”
Additionally, Neil Parker, Managing Director, Global Distributors at Barbour, added, “We are delighted to be launching Barbour in Dubai, marking a significant milestone in our global growth strategy. The Middle East represents an exciting new market for us and we are confident that our blend of timeless British style and high-quality craftsmanship will resonate with customers in the region. The new stores will provide a home for our unique collections and heritage, bringing the true essence of Barbour to Dubai.”
With over 2,300 stores and a workforce exceeding 27,000, Apparel Group has mastered the art of glocalisation, retaining global brand ethos while refining consumer experience to regional preferences. Barbour’s entry isn’t just about outerwear in a warm country, it’s a strategic branding move to introduce luxury heritage in a market increasingly defined by discerning, aspirational shoppers.
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