
It may have started life as a niche equestrian-inspired footwear brand in Norfolk, but Fairfax & Favor is gaining traction in America after its products were given the royal seal of approval.
The quintessentially British brand, which claims to be at the forefront of “rural vogue”, is pushing ahead with expansion plans in the United States after what its bosses described as a strong period of “organic” growth in the market.
The company is aiming to double its US revenue contribution to 20 per cent of total sales within three years, up from 10 per cent currently and 3 per cent two years ago. Sales in the rest of the world make up about 1 per cent but most demand still comes from the UK.
Group turnover hit £36 million in the 12 months to the end of March last year, up from £35 million the year before, bolstered by 50 per cent growth in US sales.
Marcus Fairfax Fountaine, co-founder, said American shoppers liked the “Britishness” element of the brand “and the fact Zara Tindall is a customer. She’s the kind of person our customers tend to like.”
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Tindall, who became an ambassador for the luxury brand last month, is a British equestrian Olympian, daughter of the Princess Royal and Captain Mark Phillips and married to Mike Tindall, the former England rugby union player.
Fairfax & Favor has plans to double its presence at outdoor events across the States, including the prestigious Kentucky horse trials, and is considering more shop openings. The brand opened its first shop in the US at the Tryon International Equestrian Centre in North Carolina in 2023.
Despite the economic uncertainty and dwindling consumer confidence linked to President Trump’s tariff regime, Fairfax Fountaine remained bullish: “The opportunity to expand there massively outweighs the challenges.”
Profits before tax dropped to £2.5 million in the past year, down from £4 million, as a result of new shop openings and upgraded warehouse facilities.
Fairfax & Favor was founded by Fairfax Fountaine and his childhood friend Felix Favor Parker in 2013 after they spotted a gap in the market for “functional but flattering” fashion. It started life selling boots at equestrian and country sporting events before opening its first shop in Holt, Norfolk, in 2019. Today it has nine across the UK all in market towns.
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The brand’s best-known product is the handcrafted Regina boot, which retails for about £415. As well as boots, the brand stocks shoes for men and women, including loafers, and gifts and accessories. Most of its products are manufactured in the UK, Portugal and Spain.
Fairfax & Favor said it saw strong sales off the back of the Cheltenham Festival — the “catwalk of country fashion” — where many notable names were photographed wearing the label.
The brand is popular among celebrities and customers include the ballroom dancer Anton Du Beke, the TV presenters Helen Skelton and Steph McGovern and the Made in Chelsea stars Olivia Bentley and Georgia Toffolo.
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