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Browns takes its Nomad retail concept to Fred Segal in LA

Tom Bottomley
04 September 2018

Pioneering London fashion boutique, Browns, has just opened a pop-up shop in the Fred Segal flagship shop on Sunset Boulevard, Los Angeles – running for two months to October 31.

The "Fred Segal loves Browns" space – which officially launched on Saturday 1 September - is the coming together of two ground-breaking fashion retailers from either side of the pond. It’s the second iteration of Browns' Nomad semi-permanent retail experience, following on from its Browns East store opened in Shoreditch in October 2017, and the first one overseas. It’s subsequently being called Nomad 2.0.

It’s a roaming retail concept, reinventing the retail experience by creating unique spaces that are tailored to the particular city and neighbourhood. The new Fred Segal flagship on Sunset Boulevard opened in September 2017. It’s located in the heart of West Hollywood within close proximity to iconic LA hotspots.

Housed in Fred Segal’s revolving pop-up area, the new Browns area has been treated as a completely flexible space with all components designed to showcase the expertly curated Browns edit, whilst being entirely mobile. Temporary fixtures and furniture have been created from recycled materials. Rails are fashioned from heavy-duty trolleys and industrial shelving is being used to display the men’s and women’s product spanning ready-to-wear, footwear and bags, merchandised with Browns gender-fluid approach in mind.

There are 60 brands, including a number of exclusive capsules such as pieces from British designer and Central St Martins student, Conner Ives, as well as new season styles from Ambush, Edward Crutchley, Martine Rose, Molly Goddard and Wales Bonner.

Browns CEO, Holli Rogers, said: “After the launch of Browns East we felt it was time for our first international venture. Having connected with John Frierson, President at Fred Segal, we instantly clicked and it became apparent that we had a shared view on the future of retail as well as a mutual love for our clients who are at the heart of what we do."

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