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Joe Browns invests significantly in retail and plans for 10 new stores by the end of 2024

Tom Shearsmith
23 March 2023

Joe Browns, the fashion and homeware retailer, has confirmed plans to significantly increase its number of bricks and mortar locations, opening 10 new stores by the end of 2024.

The announcement significantly increases its footprint from the two existing stores, located in Sheffield's Meadowhall and York.

At the same time, Joe Browns announced it has entered into what it describes as a ‘toe-in-the water’ franchise agreement for a store in Cumbria. A first for the retailer, the new franchise store will open in Bowness-on-Windemere's Queen’s Square, spanning 2,500 sq ft and offering a range of womenswear, menswear and home products.

In terms of locations for the other ten stores, the retailer said it was actively researching the most suitable shopping centres, cities and towns across the UK, to increase brand awareness of Joe Browns. All future stores will reportedly continue to bring "Joe Browns unique ethos and handwriting to life" in environments that will allow the retailer’s free spirited personality to stand out on the high street.

Joe Browns Meadowhall location
Joe Browns Meadowhall location

The retailer, which celebrates its 25th anniversary this year, was founded by owner Simon Brown, who took inspiration from a group of friends after enjoying a great day on the surf in North Wales. Laughing, joking and utterly carefree, having a blast – this is the essence of Joe Browns.

Listen to TheIndustry.fashions podcast with Simon Brown, Founder of Joe Browns.

Peter Alecock, CEO of Joe Browns, commented: “Extending our bricks and mortar footprint is a key building block to growing future brand awareness and sales. In simple terms, it’s about getting the brand visible to as many potential customers as we can.

“We know from our two existing stores, that customers are returning to the High Street and are wanting a variety of ways to shop with us. The new stores will bring to life everything that is remarkable about Joe Browns in environments that are unique to us, backed up with engaging customer service from colleagues that live and breath the Joe Browns ethos.

“We really can’t wait to get cracking - it's exciting times for the evolution of Joe Browns and when better than in our 25th year.”

The retailer recently shared a "robust" Christmas 2022 trading update, with overall sales rising +19.5% in the four weeks to 25 December. Menswear sales has risen 35.2%, Womenswear risen +8.2%, and home products were up by 27%.

The strong figures were delivered against a backdrop of external economic factors including the ongoing cost of living crisis, which continues to affect consumer confidence across the UK.

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