Joe Browns to open second store in York

Multichannel fashion brand Joe Browns has announced the opening of a 1,500 square foot store in the McArthurGlen Designer Outlet York at the beginning of July.

The announcement comes on the back of record sales for the brand and after a successful first year of trading for its flagship store, which opened in Meadowhall Shopping Centre in November 2017.

Simon Brown, Managing Director and Founder of Joe Browns, said: “This is the next phase for us in exploring retail and means more people will be able to access remarkable garments at great prices.

“Our Meadowhall store captures and really brings to life the essence of our fun and liberating brand, so we’re really looking forward to replicating this and delivering a true point of difference to the McArthurGlen Designer Outlet York.”

Despite a challenging retail market, direct sales for the retailer have risen by a staggering 17% year on year since the start of the financial year in July 2018 and the company is currently tracking 5% up on a tough budget. Since opening in November 2017, the Meadowhall store has reported gross sales of over £3.3m.

Darren Abbott, Finance Director at Joe Browns, added: “The continued success of the business allows us to continue investing in new customer recruitment and we see our second retail store very much a part of this strategy.”

The store, which will be situated on the South Mall of the designer outlet, will stock discounted men’s and womenswear collections and a selection of accessories.

Mike Thomas, Centre Manager at McArthurGlen Designer Outlet York, commented: “We are delighted to be welcoming Joe Browns in to the Centre. Joe Browns is a fun and vibrant brand which we feel embodies the spirit of our McArthurGlen customers and will be a great addition to our existing retail offering.”

Dalziel and Pow, the same London agency that designed Joe Browns’ 4,000 square foot store in Meadowhall, have been brought in to create an equally eye-catching and intriguing space in the outlet.

David Dalziel, Creative Director at Dalziel and Pow, said: “This second store for Joe Browns is a significant step forwards for the brand. Carrying on from the bold and distinctive store at Meadowhall, this opening promises to be equally striking. Lofted dark ceilings with a vibrant selection of interior finishes make this an even more theatrical space.

“We have refreshed the colour palette but maintained the iconic black frames that divide the space into three clear rooms to segment the collections. We are naturally hopeful this is the second of many successful physical stores for Joe Browns in the future.”

Mr Brown added: “There are challenges out there in retail but there are also opportunities. We’re only a fraction of the way through our journey. Joe Browns can get as big as our imaginations want it to be.”