Browns unveils new look, new website and innovative window campaign

Browns has unveiled a new look, new branding, and a new website and will be celebrating with an innovative promotion to be unveiled on Monday. The windows of its iconic South Molton Street store will be converted into the largest ever "fashion scratch card".

The London-based luxury business, which was acquired by Farfetch in 2015, has collaborated with former Vogue creative director Robin Derrick on the new branding which covers store signage, shopping bags, swing tags, boxes and gift cards.

"Browns has a tradition of modernity and the new branding needed to reflect that past while emphasising the future," said Derrick. "The bluntly cut serif logo is traditional but disruptive. We wanted to offset this with an elegant and modern feel to the printed material."

New CEO Holli Rogers who joined the business from Net-A-Porter.com last year, has spearheaded the new initiatives and has also overseen a triple-digit growth in turnover since she arrived."We wanted to do something very striking and recognisable," Rogers said. "Also, being a multi-retailer we stock a lot of designers, so the logo sitting unexpectedly at the bottom of the bag, represents the idea that we are a container for those brands and we provide a foundation."

The new-look Brownsfashion.com

Its website at www.brownsfashion.com has been revamped offering a new approach to editorial, social integration and functionality, while its physical store has also been refreshed and includes a new shoe area.

The changes have been made to showcase a radical new approach to buying that includes 68 new brands, reflecting Browns' long-held reputation as an innovator and supporter of new talent, and "double the breadth and triple the depth" in product.

To celebrate the windows of its South Molton Street store will be transformed into a giant scratch card on Monday and customers will be invited to scratch the window to reveal a host of high fashion prizes, including this season's must-have Balenciaga shopping bag.

The scratch card windows on South Molton Street

The window activation is part of a wider awareness campaign that involves influencers, VIP customers and media receiving a gift-box including a traditionally sized scratch card, with the new logo revealed through scratching off the old logo which is overlaid on top.