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Joe Browns takes wraps off first retail store

Lauretta Roberts
07 November 2017

Online retailer Joe Browns has taken the wraps off its first retail store at Sheffield's Meadowhall shopping destination.

The 4,000 sq ft store was designed by Dalziel & Pow and brings to life the brand and its mantra "Be Remarkable". It features a number of visual statements such as hand-painted illustrative statements.

“I’m absolutely delighted with the store, I think we’ve achieved what we set out to do, which was to create an impressive three dimensional version of our catalogue. It crystallises our brand in a physical space perfectly," said Joe Browns founder and managing director Simon Brown.

Joe Browns' opening coincides with the conclusion of Meadowhall’s £60m refurbishment, which will be completed before Christmas. Some 73 brands including All Saints, Hollister, House of Fraser and Hugo Boss have invested £38m in redesigning and refitting their stores at the centre. Further upgrades are on the way and 30 new brands have signed at Meadowhall over the last 18 months, including Flannels, Tag Heuer, Nespresso, Neal’s Yard and Godiva.

“The opening is an exciting step for Joe Browns, and as its very first physical location, is a testament to Meadowhall’s appeal as a leading UK retail and leisure destination. Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store,” said Richard Crowther, asset manager for British Land.

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