Joe Browns to open new store in home city of Leeds
Fashion and homeware retailer Joe Browns is opening its first store in its home city of Leeds at the White Rose Shopping Centre on 2 December 2023.
The 3,000 sq ft store will showcase “the very best the retailer has to offer” across womenswear, menswear and home, carrying some 400 lines.
It marks the retailer’s fourth physical store, with others at Meadowhall in Sheffield, which opened in 2017, York, which was added in 2019 and a first franchise store at Bowness-on-Windemere which opened in May this year, in this Joe Browns 25th anniversary year.
It’s another extension of Joe Browns’ retail footprint as it continues on its journey to have 10 UK stores by the end of 2024, though no other locations have as yet been secured.
Peter Alecock, CEO of Joe Browns said: “We are thrilled to be unveiling a new store in our home city. The White Rose Shopping Centre is a fantastic location to showcase the very best we have to offer across fashion and home. As with our other stores, we’ve put all our effort into ensuring visitors feel intrigued, interested and inspired once they cross our threshold.
“We cannot think of a better way to celebrate our 25th anniversary and look forward to welcoming shoppers to our first bricks and mortar store in Leeds.”
Steven Foster, Centre Director at White Rose Shopping Centre, said: “We're excited to welcome Leeds-born fashion and homeware brand Joe Browns to White Rose, opening its doors just in time for Christmas. The new store will be a great addition to our retailer line-up, arriving with a unique and stylish offering, complete with eye-catching window dressing, which we're sure will be a big success with our guests.”
For the grand opening, Joe Browns is looking for people called Joe and Jo to help it officially launch the store. The call is for “only remarkable Joe’s or Jo’s, the local heroes who go that extra mile to help others”. The chosen ones will need to be available on the morning of 2 December and will receive a Joe Browns outfit as a thank you.
Alecock added: “We want to use the new store opening as an opportunity to say thank you to a handful of remarkable Joe’s or Jo’s who display inspiring traits. If this sounds like someone familiar to you, we want to know so they can come down on the day to officially open the store in return for being a credit to the name.”
Last month saw Joe Browns launch its first ever TV ad campaign via SkyAd Smart, with targeted ads reaching Sky viewers across the country for four weeks. The retailer also announced this month that Michael Truluck has joined as Chairman.
The new Leeds store, previously occupied by Paperchase, will create 14 new jobs with a range of roles available.
