Barbour Hits 'Jackpot' with 200 Million in Sales Just 2 Weeks After Opening at Starfield Suwon

The British heritage brand 'Barbour' unveiled the nation's largest 'Barbour Mega Store' on the second floor of Starfield Suwon, hitting a jackpot.

LF reported that the Barbour store in Starfield Suwon, about two weeks after its opening (January 26 to February 9), surpassed 200 million in cumulative sales, with over 30,000 people visiting the store. It showed significantly higher figures and responses compared to other Barbour stores and recorded top performance among fashion tenants within Starfield Suwon.

The popularity of the Barbour store in Starfield Suwon is attributed to the fact that most visitors are young consumers in their 20s and 30s, matching Barbour's target customer base. Additionally, Barbour's 'brand uniqueness' and 'store experience space' have been analyzed as well-fitting factors for its success.

Aside from the enthusiast layer that sought Barbour as a traditional British classic brand, Barbour began to be introduced to the public when LF acquired the domestic rights 21 years ago. Consumers who have experienced Barbour's heritage over more than 130 years in the UK are spreading word of mouth that wearing Barbour's clothes offers a unique luxury brand experience that they want to keep to themselves.

Moreover, Barbour's signature item, the 'Wax Jacket,' which requires periodic re-waxing, is a distinctive product that requires separate care compared to other jackets. This aspect connects with the consumer trait of young people in their 20s and 30s who value meaningful purchases and seek a special experience in owning and maintaining a wax jacket, beyond practicality or design.

The Barbour Mega Store in Starfield Suwon is also the largest offline store in the country where customers can explore all lines distributed by Barbour in one place. Features like the 'Re-Waxing Station' where customers can see and experience the re-waxing process of wax jackets, and the 'Heritage Exhibition Zone' displaying wax jackets from the early '80s, help extend the stay time, a crucial element of offline stores.

Heo Jung-hyun, the team leader of the LF Import Business Division, said, "Young customers visiting Starfield Suwon show a strong need for premium clothing and seem to have a lot of interest in Barbour, which has a clear brand heritage. Barbour matches well with workwear-based Americaji look (American casual) or preppy look, and we hope customers enjoy various stylings with Barbour this spring season."