Joe Browns reports 23% growth ahead of first store opening

Online and mail order fashion retailer Joe Browns has reported a 23% rise in direct sales ahead of the opening of its first flagship store in Sheffield's Meadowhall.

The growth in the year ending 30 June represented an over-performance against budget of 6% and was achieved in spite of "tough marketplace conditions" according to managing director and founder Simon Brown.

"We have a strong range offering great value and our customers have been very excited about each distinctive and vibrant new collection we’ve launched. We’re now very much looking forward to capturing the essence of our fun and liberating lifestyle brand and bringing it to life in our first shop," Brown said.

The retailer revealed earlier this year that it planned to make its first move into retail with a 4,000 sq ft flagship store at the Meadowhall shopping and leisure destination, which is undergoing a £60m regeneration.

"We believe the brand will bring a point of difference to the Sheffield shopping scene and be a go-to destination for free-thinking, spontaneous individuals who want their fashion choices to match their lust for life," Brown added.