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Browns to relocate its iconic South Molton Street store as it marks 50th birthday

Lauretta Roberts
04 June 2019

Browns will relocate from its iconic South Molton Street store to neighbouring Brook Street in London's Mayfair as the legendary fashion boutique celebrates its 50th anniversary next summer.

Browns Brook Street is promising to be a manifestation of Farfetch's (parent of Browns) Augmented Retail and promises to "pave the way for exciting retail concepts where customer experience is paramount and technology and the power of personal service are at its heart".

Opened in 1970 by Sidney and Joan Burstein, Browns established a global reputation for its championing of emerging fashion talent, alongside established names, and brought designers such as Alexander McQueen, Calvin Klein and John Galliano to the UK market for the first time.

The approach continues to define the retailer's ethos today, under the ownership of global fashion platform Farfetch, which acquired it in 2015. In 2017 Farfetch opened the Browns East store in London's Shoreditch to demonstrate its Browns Nomad initiative, which is the retailer's take on the 21st Century pop-up with a revolving offer of brands and experiences.


Browns East

Brook Street will bring together the Browns Molton Street offer, arranged over a number of stores, under one roof, explained Browns CEO Holli Rogers: “It really is telling that we found this incredible location to be our new home as we also look to celebrate our 50th anniversary. It was important that we stayed in the heart of Mayfair bringing our clients on this exciting journey, whilst honouring the path we’ve been on and looking to the future of Browns as a pioneer of luxury multi-brand retail with a technology viewpoint.

"Being in one dedicated space, we are excited to be able to offer a vital and engaging customer experience that draws on the store of the future technology whilst also playing homage to the history and story of both the location and fundamentally Browns.”

Holli Rogers

Holli Rogers

Susanne Tide-Frater chief consultant of augmented retail at Farfetch added: “The future of luxury retail is undoubtedly anchored in engaging and enabling technology, as much as it is in personable service delivered as a one-to-one experience by store assistants in an environment reflecting the brand at every touchpoint. The digital and technology expertise of Farfetch paired with the unique creative personality of Browns promises a firework of ideas and everchanging connected experiences for the customer.”

Revered architecture and design studio, DIMORESTUDIO, has been appointed to develop the new space, which is situated on the corner of Avery Row and Brook Street. It had an illustrious history within the fabric of Mayfair having housed the likes of Colefax & Fowler and Mrs Lancaster. Covering four floors, the space has been treated as a "Maison" utilising a central staircase and interconnected rooms to create "rich and layered" spaces.

José Neves, Founder, Co-Chairman & CEO of Farfetch said: "When we acquired Browns in 2015 I made a promise that we would take care of this iconic gem of our industry, and that we would continue to take a revolutionary approach to retail, both in-store and online. I couldn't be prouder of Holli, and the whole team who now lead Browns into its 50th anniversary year and the momentous occasion of moving into this new location on Brook Street."

More information about the new store will be released in the months up to opening but this is what we know so far:

What’s In Store at Browns Brook Street

The Focus – Named after the much-loved Browns Focus store, this is where Browns activates their current obsessions, with a brand new look and feel with every new drop. Think exclusive capsule collections, collaborations and the newest, brightest talent being championed. The space will also act as a window to the flagship store.

The Immersive Experience Room – the ultimate in multi-sensory and experiential retail pop-up spaces.

Dedicated VIC space – the VIC (very important customer) shopping experience of the future is an entire floor that will house styling advice, wardrobing and a fashion conciergeRestaurant – food for the soul and a place to meet.

What can customers expect from Browns Brook Street

The renowned Browns edit - a regularly-rotating edit of the best in luxury fashion, spanning ready-to-wear, footwear, bags and fine jewellery with dedicated womenswear and menswear floors.

An infinite shelf – our sales associates have access to Browns full product offering through in-store technologies and can pull from this infinite shelf in order to meet and exceed the needs of our customers.

Flexible fulfilment points and delivery options – a menu of delivery services designed to ensure speed and ease of access to considered and confirmed purchases. Much like our east London location, those who haven’t found what they’re looking for at Browns can opt to have product transferred to the store within 60 minutes (stock dependent). London-based customers can opt for same-day delivery, while VIC clients can select from an additional menu of delivery services, including 90-minute delivery – all transported by eco-vehicles.

World-class customer service from a team of true fashion specialists – assisted by continuously evolving technological innovations that will add a rich new layer to the in-store experience. These components will seamlessly merge the digital and physical worlds, changing day-by-day in order to respond to our customer’s desires and preferences. The goal? Maximising the human experience within the retail space.


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