// Browns will relocate its iconic flagship to 39 Brook Street in Mayfair next summer
// The initiative is in celebration of its 50th anniversary
// Browns will open a four-storey flagship, offering exclusive capsule collections, collaborations, and an “Immersive Experience Room”
Browns has announced it will relocate its iconic South Molton Street flagship store next summer to celebrate its 50th anniversary.
The British luxury fashion retailer will open a four-storey flagship at 39 Brook Street, Mayfair, offering exclusive capsule collections, collaborations, an “Immersive Experience Room” as well as house styling advice and a brand new restaurant.
Browns has also said the new store will have minimal and sleek design, central staircase and hand-painted wallpapers to preserve the colour and pattern of the historic site, which was built in 1720.
The retailer had originally opened its doors in Mayfair back in 1970 and introduced the likes of Alexander McQueen, John Galliano and Calvin Klein to the UK market.
Alongside Farfetch, which acquired Browns, in 2015 the flagship will aim to pave the way for new retail concepts where customer experience is paramount.
“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,” Farfetch founder and chief executive José Neves said.
Farfetch chief financial officer and Browns chief executive Holli Rogers said: “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.”