How could Barbour move into wellness? Known for their rugged and functional clothing and accessories, they have the potential to disrupt their position in the market by branching out into the functional fitness equipment market while staying true to their core values as a family business and the unique values of the British countryside.

Here’s how they could do that:

Kettlebells – Barbour could create a line of kettlebells that incorporate their signature styles, incorporating materials and design elements from their clothing and accessories line for a stylish and functional option for fitness workouts.

Battleropes – Barbour could launch a range of battleropes, ideal for functional fitness, with exercises referencing the use of ropes in the real world, such as hoisting, pulling, and dragging and incorporating their signature style.

By branching out into the functional fitness equipment market while staying true to its core values and signature style, Barbour can appeal to customers who are looking for functional and stylish fitness equipment, while expanding its customer base and maintaining its brand identity.

What can your brand do?