For growing while staying rooted.
The 120-year-old British outerwear brand has recently seen record profits thanks to a canny expansion into fashion via collaborations with Adidas and Pantone, plus young designers including Christopher Raeburn.
"To become the best British lifestyle brand."
"I was 28, with a little girl of 2, when John [her husband and then head of Barbour] died, and I was left with a majority shareholding. I set about learning everything, including how to make a jacket."
"Fashion. We can't stray too far from our heritage."
"Being a small company, we can move and change quickly. We've also been careful and live a fairly modest life."
"Our photography. We recently photographed a girl in a ball gown, and she was wearing a Burghley, a long coat. It was shot in Cambridge—there's a historical purpose to it."
"Move very, very carefully, and never so far from the heritage that people don't recognize the brand."
"We've started making different shapes. The Chinese and Japanese—their figures are not like ours!"
"Especially when you've been through a recession, people tend to buy what they know is value for money and will last. Cheap things may appeal to a teenager, but they're rubbish."