British Luxury Brand Fairfax and Favor Doubles Down on US Market Expansion

Fairfax & Favour, the quintessentially British equestrian-inspired footwear brand, is making significant strides in the American market following royal endorsement from Zara Tindall. The Norfolk-based company has reported impressive organic growth in the US, with plans to double its revenue contribution from 10 to 20 per cent within three years.

The luxury retailer, which achieved a turnover of £36 million in the year ending March, has witnessed a remarkable 50 per cent growth in US sales. Co-founder Marcus Fairfax Fountaine attributes this success to American consumers’ appreciation for the brand’s British heritage and its association with brand ambassador Zara Tindall, the accomplished equestrian Olympian and member of the British royal family.

Despite a decline in pre-tax profits to £2.5 million from £4 million, attributed to new shop openings and warehouse upgrades, the company maintains an optimistic outlook. The brand’s presence at prestigious American equestrian events is set to expand, building upon its successful retail outlet at North Carolina’s Tryon International Equestrian Centre.

The company’s flagship product, the handcrafted Regina boot, retailing at £415, continues to drive sales alongside a diverse range of footwear manufactured across the UK, Portugal, and Spain. The brand has garnered attention from notable personalities, including television presenters Helen Skelton and Steph McGovern, contributing to its growing prominence in the luxury fashion sector.

The expansion strategy demonstrates resilience against economic headwinds, including President Trump’s tariff regime. With nine UK stores and ambitious plans for US growth, Fairfax & Favour exemplifies the potential for British luxury brands to successfully penetrate the American market whilst maintaining their distinctive heritage appeal.