There’s something refreshing about a brand that takes its time, stays grounded, and builds a loyal following through craftsmanship and character. Fairfax & Favor, the luxury British footwear and lifestyle brand founded by Felix Parker and Marcus Fountaine in 2013, is exactly that kind of brand and its story begins in the heart of Norfolk.
Today, the company boasts a £35 million turnover, a team of over 150 people, and customers from all corners of the UK and beyond. But its journey from attic storage to international expansion is as much a story of place as it is of passion.
Norfolk roots, big dreams
Felix Parker has always called Norfolk home, even while boarding at schools in Northamptonshire and Buckinghamshire or spending a year at the Royal Agricultural University in Cirencester “a year of no work,” he admits with a laugh. After a ski season and a nudge from his father, a marble fireplace businessman in Thetford Felix returned to Norfolk to start something new with longtime friend Marcus Fountaine.
“It made sense to start from home,” Felix says. “Our first stock was stored up many stairs in Marcus’s mum’s attic. From there, we launched Fairfax & Favor just the two of us, a handful of products, and a lot of belief.”
Today, they operate from a 60,000 square foot warehouse and their headquarters are set in beautifully restored 18th-century stables deep in the Norfolk countryside, a setting that reflects the brand’s blend of classic style and rural sophistication.
Life and leisure in Norfolk
For Felix, Norfolk is more than just a base for business, it’s a way of life. When he gets a rare day or two off, he doesn’t go far. “The Bedingfeld Arms in Oxborough is a favourite,” he says. “My parents own it, so yes, I’m biased but it’s a brilliant pub.”
He and Marcus are also passionate cyclists. “Norfolk’s coast offers some of the best cycling routes you’ll find. In 2021, we did a 700-mile charity ride from the Bedingfeld Arms to Bordeaux and raised £38,000 for Cancer Research. It was an unforgettable experience.”
When asked for local recommendations, Felix doesn’t hesitate. “Holt is a must-visit. That’s where our Norfolk shop is, and it’s become a destination in itself. People come from Manchester, Brighton, London, they make a weekend of it. We often point them to Wells, Brancaster, or even to go fishing for tope, a type of houndshark off the coast. It’s a very different and exciting way to see Norfolk.”
The Norfolk state of mind
There’s something about Norfolk that sets it apart. “People think it’s flat, it’s not. Get on a bike and you’ll realise that quickly,” Felix jokes. “But what I love most is that it’s a destination. You don’t pass through Norfolk you come here intentionally. It’s the end of the road. People arrive, breathe out, and start to relax.”
And there’s plenty to enjoy. From the wide-open skies to the historic towns, the county is packed with charm. “For food, The Dabbling Duck in Massingham is a top pick. And of course, the Bedingfeld Arms again. Holkham Beach is another favourite, especially if you can go horse riding there. It’s magical.”
A brand that’s proudly local and going global
For a brand so tied to its local roots, Fairfax & Favor’s ambitions reach far beyond Norfolk’s borders. With stores across England from Southwold to Bakewell — and an expansion into the U.S. market now underway, the brand is riding a new wave of momentum.
“I still get the same buzz from selling a pair of boots in America that I did from our very first sale back in Norfolk,” Felix says. “That excitement never really goes away.”
Earlier this year, the brand was named Norfolk Business of the Year at the 2024 EDP Business Awards — a testament to how far they’ve come, and how deeply they’ve remained connected to their community.
Holt: A destination in itself
Fairfax & Favor’s Norfolk store is in Holt; a town Felix describes as “a real destination.”
Read the full article here At Home Magazine