Pureplay online and mail order retailer Joe Browns has announced it will launch its first ever bricks-and-mortar flagship this Autumn.
The fashion store will open in Sheffield’s new Meadowhall development, spanning nearly 4000sq ft and featuring the retailers SS17 collection.
London’s Dalziel & Pow were hired by the brand to design their flagship store.
“Designing a store for a popular online 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,” Dalziel & Pow’s creative director David Dalziel said.
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“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.”
This is not the first time the designers have tackled the transition from online to physical, as they were responsible for creating Missguided’s two bricks-and-mortar offerings.