I took my first tentative steps towards opening my own British country clothing retail business in summer 2025 after the idea had sat with me for six months (and the rest). Combining my marketing expertise with a passion for homegrown brands and a love of the British countryside, Harradine’s Country will do things differently, in so many ways.
Why I’m Building (Another) Country Clothing Business
You would be right for thinking there are already plenty of country clothing brands and retailers out there. So why am I starting another one?
If, like me, you love British country style clothing, you will probably see, buy, and wear one or several of the well-known brands. So do I!
Don’t get me wrong. I adore many of those brands you’re probably thinking about, and I would love to stock their beautiful products (just a small hint if they’re reading this).
However, I also want to support the smaller independent British brands that we haven’t all heard of. The ones who make unique, timeless pieces, right here in the UK. The ones who don’t have a fancy website or a professional marketing department.
Harradine’s Country is going to be an online boutique retail business, specialising in timeless, easy-to-wear, British-made country clothing designed by independent British brands. I'm committed to at least 50% of my lines being made here in the UK, and 100% of the brands I stock will be independent British businesses.
Furthermore, I will aim to stock pieces made with British wool and other natural materials, so we can do our bit to help support British farmers, help preserve rare livestock breeds, and support our traditional skills and industries.
It all sounds a bit dreamy at the moment, but dreams don't work unless you do.
Timeless British Country Style for Women
I see my target customer as being a woman much like myself. Someone who isn’t especially interested in fashion or influencers. Someone who doesn’t want to spend ages each morning on her hair and makeup. Someone who values comfortable, stylish clothing that is versatile and easy to wear. Someone who seeks quality over quantity, and slow style over fast fashion.
There will be tweed. There will be tailoring. There will be clothing ready for country walks, drives in the Land Rover, and days at the horse show. There will be hats and scarves waiting to adorn your boot room, and perfect summer outfits for the races.
And even if you live in a flat, drive a hatchback, and don’t own a horse or a dog (yet), but you love the British countryside, British style and our Great British brands, Harradine’s Country is the place for you.
I did say my target customer was a woman much like myself.
If this sounds like somewhere you would love to shop, I’d love to welcome you to my pre-launch list. By signing up before we open this autumn, you’ll £10 off your first order, and exclusive first access to the online soft launch.
Subscribe to the pre-launch email list here.
My opening collection will be inspired by autumn in the British countryside - think the last of the harvest, golden leaves crunching underfoot, and the weird and wonderful fungi growing in the woods. It really is the season of tweed!
Why I’m Starting with British Brands — and Where I Want to Go
My vision for Harradine’s Country is to stock 100% British-made clothing. However, it’s going to be a challenge, and it’s going to take time.
Lots of the bigger, better-known country clothing brands make some or all of their products abroad. This is often because large-scale manufacturing in the UK is either economically unviable, or unavailable. I get that, which is why I'm open to stocking some products that are manufactured outside the UK, provided they are designed by an independent British brand, and the quality is right.
I also want to focus on stocking unique pieces designed and made by small, independent brands. Many of these brands will be less well known, and I know I will have to work to give them a bigger platform. My background as a small business marketing consultant means I have experience in getting independent brands found online, and the strategies I use will be central to the marketing for Harradine’s Country.
With all these challenges considered, my initial commitment is to have 50% of the lines I stock made in the UK, with the aim of increasing this over time.
If you’re an independent, British brand and you are interested in being stocked in Harradine’s Country, I’d love to hear from you. Please complete my suppliers' form to register your interest.
Harradine's Country will offer a curated collection of timeless womenswear for town, country and coast. Our pieces will be perfect for the every day - whether you're in the office, on the road, or out and about.
What You Can Expect from Harradine’s Country
As well as supporting British brands and UK manufacturing, I want to give you, the customer, the best online shopping experience there is. Beautiful but sustainable packaging, fast, tracked delivery, and 60-day returns will all feature.
Here’s what else you can expect when you choose to shop with Harradine’s Country:
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A curated collection of heritage-inspired, wearable pieces suitable for the every day
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Slow style, not fast fashion
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Beautiful packaging made with sustainable, recyclable materials
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Quality products, transparently sourced
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60-day no-fuss returns
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Fast, tracked UK delivery
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A brand that grows with intention and purpose
What Comes Next - and How to Join the Journey
I aim to open Harradine’s Country to its very first shoppers in the autumn, with a curated collection of beautiful, wearable, quality pieces ready for the changing season. I am talking to interested brands throughout July, August, and early September, ready for our soft launch in mid-late September.
In the meantime, expect to hear more country style tips, brand spotlights, and news from Harradine’s Country.
So, for slow style, British brands, and timeless quality, look no further than Harradine’s Country. Subscribe to my email list for £10 off your first order, and exclusive first access to the soft launch this autumn.
If you’re an independent British brand creating timeless country style pieces for women, I’d love to explore the potential of working together. Fill out our brand interest form here.
Harradine’s Country: Timeless country style, supporting British brands