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Joe Browns releases first-ever mid-season drop amidst expansion plans

Chloe Burney
25 May 2023

Today, fashion and home retailer Joe Browns dropped its first mid-seasonal collection titled ‘Ibiza Sunset’, as it continues the expansive search for 10 new brick-and-mortar stores.

The drop is a first for the retailer, meaning it can inject seasonal newness outside of the usual spring/summer collections, which are released in March.

Ibiza Sunset includes 16 pieces, designed for warm weather getaways, ranging from £28 to £65. Complementing the brand’s existing offering, the capsule collection will be available until the end of the summer holiday season in September.

The new collection, which features bohemian-style dresses and retro silhouettes, will be available on Joe Brown's website and across its third-party partner sites including Next, SilkFred and Debenhams.

Jane Reik, Buying Director at Joe Browns, commented: "Ibiza Sunset marks a brand-new seasonal drop for us for the very first time. It’s all about injecting newness to compliment the existing offer and aligning to when the customer mindset is ready to shop for holidays, days at the beach, BBQs, picnics, in fact, any activity that sun-soaked days at home or abroad afford."

Joe Browns recently announced plans to 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.

Earlier this month, the retailer reported its full-year results to 30 June 2022, with both sales and profit up 20.9% and 7.8% respectively, in what it calls its “strongest year to date”.

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