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In the summer of 2020, Browns will open its doors to Browns Brook Street and mark its 50th anniversary, a momentous milestone for the heritage luxury retailer. The move cements Browns as a purveyor of experiential retail augmenting traditional notions within the luxury fashion landscape. Alongside Farfetch, who acquired the retailer in 2015 the flagship in Mayfair will pave the way for exciting retail concepts where customer experience is paramount and technology and the power of personal service are at its heart.

Browns is shutting the doors to its South Molton Street store and moving to Brook Street

Browns opened its doors in Mayfair in 1970 and is known for its pioneering spirit worldwide. Sidney and Joan Burnstein championed creativity and innovation introducing the likes of Alexander McQueen, John Galliano and Calvin Klein to the UK market, building a new platform for graduates to sit alongside established designers. This combination of the best of luxury brands alongside the most exciting next generation of talent continues to define the brands ethos and the new flagship, embodies this blending heritage with an inherent sense of modernity. Browns will be celebrating the last 50 years and looking forward to the next 50.

Holli Rogers, CEO of Browns and CFO of Farfetch, says “it really is telling that we found this incredible location to be our new home as we also look to celebrate our 50th anniversary. It was important that we stayed in the heart of Mayfair bringing our clients on this exciting journey, whilst honouring the path we’ve been on and looking to the future of Browns as a pioneer of luxury multi-brand retail with a technology viewpoint. Being in one dedicated space, we are excited to be able to offer a vital and engaging customer experience that draws on the store of the future technology whilst also playing homage to the history and story of both the location and fundamentally Browns.”

Susanne Tide-Frater, Chief Consultant of Augmented Retail at Farfetch, says “the future of luxury retail is undoubtedly anchored in engaging and enabling technology, as much as it is in personable service delivered as a one-to-one experience by store assistants in an environment reflecting the brand at every touchpoint. The digital and technology expertise of Farfetch paired with the unique creative personality of Browns promises a firework of ideas and everchanging connected experiences for the customer.”

José Neves, Founder, Co-Chairman & CEO of Farfetch says “when we acquired Browns in 2015 I made a promise that we would take care of this iconic gem of our industry, and that we would continue to take a revolutionary approach to retail, both in-store and online. I couldn’t be prouder of Holli, and the whole team who now lead Browns into its 50th anniversary year and the momentous occasion of moving into this new location on Brook Street.”

Revered architecture and design studio, DIMORESTUDIO were appointed to lead the design of Browns Brook Street to create an environment that retains the historical fabric whilst conveying the new vision for Browns. Built in 1720, the heritage site located on the corner of Avery Row and Brook Street, has had an illustrious history within the fabric of Mayfair having housed the likes of Colefax & Fowler and Mrs Lancaster. Drawing on these historical aspects of the building and retaining some of the sites original grandeur, some areas have been left completely untouched. The setting brings in minimal and sleek design against a backdrop of the past. Set over four floors, the space has been treated as a maison, utilising the central staircase and interconnected rooms to create rich and layered spaces lit with DIMORESTUDIO designed fixtures.

Original floorboards are contrasted with monolithic modern structures, whilst exquisite hand-painted wallpapers preserve the colour and pattern of the original site. A courtyard tucked away will become a must-see spot in the heart of Mayfair.  Britt Moran (Co-founder and Executive Director) and Emiliano Salci (Co-founder and Creative Director) say, “we are thrilled to develop this exciting project for Browns, not only for its remarkable legacy and for its key role in luxury retail, but also for its commitment in creating an outstanding and innovative shopping experience. It is an honour to be a part of such an important celebration and moment, contributing to building the brand’s future. We are aiming for an impeccable outcome that does justice to an essential identity trait shared mutually: a contemporary approach which is loyal to tradition.”

What’s In Store

The Focus – Named after the much-loved Browns Focus store, this is where Browns activates their current obsessions, with a brand new look and feel with every new drop. Think exclusive capsule collections, collaborations and the newest, brightest talent being championed. The space will also act as a window to the flagship store.

The Immersive Experience Room –the ultimate in multi-sensory and experiential retail pop-up spaces.

Dedicated VIC space – the VIC (very important customer) shopping experience of the future is an entire floor that will house styling advice, wardrobing and a fashion concierge `

Restaurant – food for the soul and a place to meet.

What can customers expect from Browns Brook Street

The renowned Browns edit – a regularly-rotating edit of the best in luxury fashion, spanning ready-to-wear, footwear, bags and fine jewellery with dedicated womenswear and menswear floors. An infinite shelf – our sales associates have access to Browns full product offering through in-store technologies and can pull from this infinite shelf in order to meet and exceed the needs of our customers.

Flexible fulfilment points and delivery options – a menu of delivery services designed to ensure speed and ease of access to considered and confirmed purchases. Much like our east London location, those who haven’t found what they’re looking for at Browns can opt to have product transferred to the store within 60 minutes (stock dependent). London-based customers can opt for same-day delivery, while VIC clients can select from an additional menu of delivery services, including 90-minute delivery – all transported by eco-vehicles.

World-class customer service from a team of true fashion specialists – assisted by continuously evolving technological innovations that will add a rich new layer to the in-store experience. These components will seamlessly merge the digital and physical worlds, changing day-by-day in order to respond to our customer’s desires and preferences. The goal? Maximising the human experience within the retail space.