British outdoor brand Barbour is accelerating its expansion in the Chinese market, recently opening its first city stores in Changzhou, Jiangsu, and Nanning, Guangxi, and gradually entering high-end shopping centers in new first-tier cities such as Nanjing, Hangzhou, and Chengdu. Although its parent company saw a nearly 20% increase in revenue for the 2022/2023 fiscal year, profits declined by 10% due to inflation and geopolitical conflicts. Barbour’s influence in China has grown in recent years, thanks to the popularity of TV shows like The Crown and The Knockout and collaborations with brands like Supreme and Gucci. To compete in the crowded market, Barbour is expanding from its signature waxed jackets into urban casual wear, although the success of this strategy remains uncertain.