Its tweeds and tailoring may have been given a contemporary twist but the 19th century counters where a Prince's plus fours were once laid out remain unchanged, aside from a few dents and chips.
Customers arriving at Campbell & Co are shopping in a living museum - the store contains all the original fixtures and fittings from 1858.
"Some people say it's like stepping back in time when you walk in the main hall," says John Sugden, who took over the heritage brand Campbells of Beauly almost ten years ago with his wife Nic.
"It's probably a joiner's dream when we get them in to do other areas of the shop.
"There are chips here and knocks there and the counters are worn down with age but they are beautifully smooth and just look incredible."
"I've been in menswear all my life and one of the things that is in demand in the fashion world is history and heritage and so often it is completely contrived", he says.
"Everyone was bringing out their heritage line which essentially was taking a pair of jeans and making them distressed looking.
"Campbell's had all the DNA that you wanted a historic brand to have - the provenance of the company was there."
"Mackintosh had become Japanese owned," he says. "I loved working for them but it was a bit different and my father and I approached them [Campbells].
"There were three siblings running the business and they were in their seventies and still working on the shop floor every day.
"It was sad in a way but they loved it - it was their life."
Those siblings were fourth generation owners Catriona, James and Miriam who began working alongside their parents Mr and Mrs Richard ‘Bobby’ Campbell in the 1960s.
The firm was founded by Mr & Mrs R.W Hepburn in 1858 but was taken over in 1922 by James Campbell.
It was in 1924 the Prince of Wales first ordered a plus four suit at Campbell’s and wore it when playing golf at Nairn.
The plus fours were in the baggy style the Prince had made fashionable.
In 1965 HRH The Duke of Windsor when Prince of Wales awards Campbell & Co. his Royal Warrant and this was followed by the Queen Mother ten years later and the Prince of Wales (now King Charles) in 2022.
The Campbell family retired in 2015 and the couple took over in March 2015.
"We were so lucky they agreed," says the owner. "I still see James Campbell all the time. He always does the flower rota, he's still very close to us.
"Sadly his two sisters have died."
While the store is rooted in the past, the clothing has adapted and changed to become "modern and relevant".
The brand might be more closely associated with Highland gentleman of old and its kilts are popular with American clientele but the most popular line is now its knitwear.
"I think we have a really diverse customer base," says Mr Sugden. "We are 60/40 men' to ladies.
"We have great export market but also have a very strong domestic market."
"It's nice because you do see a lot of local orders coming through online," he added.
"The local community are really important to us. Nearly all of our [20] employees are local." There is another, smaller shop in Dornoch.
The company was advised to build a new warehouse elsewhere but chose to locate it nearby.
Mr Sugden acknowledges that it's a good time to own a heritage brand with signs that consumers may be turning their backs on fast fashion and moving towards better quality and buying less.
He is good friends with Great British Sewing Bee host and clothier Patrick Grant - the pair have worked together on a textiles course run by Dumfries House.
"Part of that is really trying to infuse the young to come into our industry but also to educate them on the perils of fast fashion and what actually happens to that items of clothing that you buy for £10 and it's sent to a clothing dump," he says.
"I had a philosophy when we came here that we didn't want to be one of these middle-market brands that just search for growth and buy searching for growth you have to drive the retail price down and down so it become affordable to the masses.
"I want to sell really good quality product. I think we have expanded our [customer] reach because of this move to buy better," he added.
"It's a really good time to not be a mass-market brand."
"Our outreach is now far more diverse," he added. "The wealthy used to go to Campbell's because it was seen as unaffordable but now people are saying 'I don't need to own five jumpers, I'll just buy one'.
"I am in many ways poacher turned gamekeeper because I used to be the person working for the mill and selling to the retailer and I'm now the retailer.
"When I was on the wholesale side what I felt was lacking in the last 20 years was having that good, old fashioned relationship with your suppliers, having a bit of loyalty."
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He says that the company stuck with the same suppliers despite the challenges of the pandemic sourcing everything from privately owned, family-run businesses in Scotland.
The company "lucked out" during Covid because the online business boomed moving from 10% internet sales to the current level of 45%.
"I wouldn't be surprised if it's 50 come the end of the financial year," he says. "It's pretty hard to have a 365 business in the Highlands."
He says their success is undoubtedly helped by the long association with the Royal family.
"Foreigners absolutely love it, particular the Americans and Japanese and Europeans as well," he says. "We are very lucky with that."
Another heritage brand, Harris Tweed, were among a select few that collaborated with Dior for Creative Director Maria Grazia's Cruise 25 collection that was showcased this Summer at Drummond Castle Gardens.
He says collaborations are in the pipeline but can't give any details out yet.
"If there is one thing about living here in the Highlands...we are sparsely populated and you have to be careful about the speed of growth," he says.
In the meantime, he said they want to do more to promote the company's Highland roots.
"I certainly try to push the Highlands," he says. "Of course I'll say Scotland but to me it's the Highlands, that's who we are."
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