May 24, 2023
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Barbour gets new UK MD as US chief Wilkinson adds to his role

May 24, 2023

Barbour has a new MD for its core UK and Ireland market with the upscale British label promoting Paul Wilkinson from within its ranks.


He replaces Ryan Llewellyn-Pace, who exited the business in March.

He’s a veteran of the company, having been there for a decade already and his new role adds to his existing heavy responsibilities as he’s retaining his current titles as MD and Global Marketing and Commercial Director for the US.

Wilkinson was already overseeing brand, marketing and commercial strategy for the core Barbour label and its Barbour International offshoot both in the UK and the firm’s international markets.

Reporting to group MD Steve Buck, he sits on the company’s board.

Wilkinson was made MD of the US operation back in 2019 and with that being a key market for the label, Buck said he “has made a significant contribution to the growth and success of both [brands] across global markets. The brand profile and profitability of our US subsidiary has also grown significantly under Paul’s leadership and is now Barbour’s second-largest market.”

He added that his new role should mean that “the UK, our largest market, remains robust”.

Before joining Barbour, Wilkinson also held senior roles at O’Neill and Adidas.

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