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New Forest / Our story

Our company Ethos is simple.

Quality | Value | Service

Who We Are

New Forest Clothing Company Limited is a family run business based in the village of Downton on the edge of the New Forest. With over 50 years experience in the clothing industry we bring to you top quality brands at highly competitive prices. We offer a varied selection of shooting attire, country clothing, outdoor clothing and where possible try to cater for all by stocking most leg lengths and plus sizes.

Our unrivalled product knowledge teamed with our fast and friendly service will not disappoint. The cornerstones of our business are providing our customers with quality products at prices which promise value for money. This ethos has built a loyal customer base in our local area, we seek to do the same with our online business. Our aim is to be the UK's leading Country Clothing Retailer.

The Brand

As well as stocking some of the country's leading Country and Field Sport Brands, we have designed, developed and manufactured our own 'New Forest' label. The New Forest label showcases country classic garments such as wax jackets, tweed jackets and blazers, moleskin trousers, tattersall shirts and more. We deliver a professional service providing quality, practical garments that offer exceptional value.

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We’re Supporting

We’re Supporting

New Forest Clothing Company Limited are proud members of the Game and Wildlife Conservation Trust, the leading UK charity conducting conservation science to enhance the British countryside for public benefit. For over 80 years the trust have been researching and developing game and wildlife management techniques.

The New Forest Story

Chapter One

How it all started


The business was founded in 1978 by the parents of our director, James. The retail journey began with market stalls at thriving local market towns, as well as farmers markets and country shows. Two shops followed at the New Forest town of Ringwood and nearby Salisbury. A very young James was often found helping his dad at first light on a Saturday morning and so his retail career began!

Chapter Two

First website build


In 2012 newforestclothing.co.uk was born! A partnership began with James and brother-in-law Paul. Boxes of stock were crammed into a corner of an old barn at Paul's parent's farm, a basic website was created and so it began. The pair continued to work full times jobs as the venture slowly grew. It soon became apparent after very few sales more work was required than simply creating a website!

Chapter Three

Building the business


The work began building New Forest Clothing's name and reputation within the country clothing industry. Country shows and events were attended including the New Forest Show and The British Shooting show. Things however didn't always go to plan with scorching temperatures one year at the new forest show, proving extremely difficult conditions to sell waterproofs and wax jackets! In meeting our customers face to face and priding ourselves in customer service and satisfaction, a trust was gained from our clients which in turn allowed the online business to grow through returning customer sales.

Chapter Four

Building the brand, the growth continues


2016 saw New Forest launch its own clothing brand label. We started by designing a classic wax jacket and worked with a family run manufacturing company in the UK to produce a quality garment at a sensible price. The wax jacket was later featured in Shooting Times, a huge accolade and proud moment for our hard work and determination. Fast forward to 2021 we now showcase a label with over 50 styles. Utilising our extensive product knowledge and passion for country sports we believe we have created the beginnings of a superb country clothing range.

As well as our own label, today we stock world leading country brands, Le Chameau, Musto, Deerhunter, Harkila and many more.

Chapter Five

New website launched


August 2021 saw the launch of a new and improved website. We have listened to our customers feedback and delivered an industry leading site. The new website incorporates a new search feature, back in stock notifications and fresh quality content as well as being easy to use and fully optimised for mobile.

As our business and team grows we maintain our focus on customer service, products knowledge and stock holding all items listed on our website. We hope you all enjoy the new website, our service and products.

Discover our brands Discover our brands

Discover our brands

We have over 40 amazing brands stocked on our website at all times ranging between mens, womens and childrens!

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Men’s Products Men’s Products

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Men’s Products

Women’s Products Women’s Products

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Women’s Products