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Joe Browns targets £100m in sales by 2026

Lauretta Roberts
31 October 2021

Joe Browns, the British fashion and lifestyle brand, is targeting £100m in sales by 2026 having had a strong start to the AW21 trading period with a cumulative growth of 68%.

The £100m target would see the brand, founded by Simon Brown 23 years ago, achieve 186% growth on today's sales. Speaking to TheIndustry.fashion, Brown said the ambitious target could be achieved by introducing his "age agnostic" brand to more consumers.

Joe Browns currently retails though two own-brand stores, via its website, a print brochure and through partner channels, and will be expanding sales across all of those channels in the coming years, as well as targeting more international sales.

In anticipation of the growth the Leeds-based business has increased its warehousing capacity via a £1.5m extension and is looking to double the size of its e-commerce team. It has also recruited former N Brown buying director Jane Reik, who has been developing its product and processes.

To complement the bold and quirky clothing collection, the company has recently introduced homewares and a loungewear collection, Sloe Joes, which landed online just as pandemic hit and demand for such products boomed. It has also added a more premium line, called Boutique, and certain key styles from the line have already sold out.

Brown said one of the factors that led him to believe in the growth potential of the brand was the wide range of ages to whom it appealed. One of its major partners said it was selling most of its product to a 24-30-year-old customer, who is younger than the brand had believe its core customer to be.

"The customer base is getting broader. We are truly inclusive brand. If you want to have fun, want to feel liberated and want to look good, we’re the people to come to. We are age agnostic," he said.

Check back early next week for a full interview with Joe Brown's Simon Brown.

 

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