Mail order and online fashion retailer Joe Browns has announced plans to open its first physical retail space, at Meadowhall in Sheffield. The retailer is set to make a bold and impactful debut into physical retail with a unique, quirky and inspirational store designed by Dalziel and Pow. The decision to move to bricks and clicks follows two record sales years on the run for the company, reporting a rise of more than 30 per cent in direct sales in the last two years. The store will open towards the end of the year.
Brimming with personality and built from a clear set of lifestyle values, the launch of the brand’s first flagship store will aim to make its customers feel happy, confident and free. Capturing the essence of the fun and liberating lifestyle brand will be key in creating an inclusive haven for free-thinking spontaneous individuals who want their fashion choices to match their lust for life.
'We’re passionate about being remarkable in everything we do at Joe Browns, hence we’re very excited to be working with Dalziel and Pow to bring our strong personality to life. We are non-conformist, open-minded and courageous which will be reflected in the store design to give people that haven’t heard of our brand the full, unique Joe Browns experience,' says Simon Brown, managing director and founder of Joe Browns.
David Dalziel, creative director at Dalziel & Pow, adds: 'Designing a store for a popular on-line brand with no physical representation is a huge responsibility, we need to reflect their core strengths in a way that is truly individual and appealing to the new audience it is about to meet. Joe Browns is full of personality, so it’s clear we have lots of inspiring content to build on. Their ambitious launch into ‘conventional’ retail is part of a growing trend that will rejuvenate the fashion sector, a new, challenging concept that will energise the market.'
'Such a unique brand choosing Meadowhall for its global debut demonstrates Meadowhall’s firm position as a leading UK retail and leisure destination. We think it’s a strong endorsement of our work to create environments that reflect the way people shop and demonstrates the importance of an omnichannel offering for today’s retailers,' says Richard Crowther, asset manager for British Land.