Oliver Massy-Birch

Following compliments about the customisation on the back of his Land Rover in 1997, farmer Hugh Massy-Birch began to make personalised tyre covers for other people, which led to him designing and manufacturing waterproof car-seat covers.

His interest in textiles and specialist fabrics grew, leading to him buying into a military clothing company and setting up his own manufacturing premises on the family farm. He converted an old lamb barn into a workshop and showroom and began to design and make coats, jackets, smocks and trousers for the market he knew so well: outdoor countrymen and women. His son, Oliver, now farms 500 ewes here as well as running the business.

Simon Peniston-Bird (SP-B): I well remember Country Covers from 20 years ago when you were the go-to company for a tyre cover. However, you have morphed into Fortis. Why was that?

Oliver Massy-Birch (OM-B): “I joined Dad full time in 2014 after finishing university and one of my first moves was the rebrand. With a huge export market,