Browns launches new “destination” store

Browns Holli Brown José Neves flagship
The central London emporium has opened at 39 Brook Street
// Browns launches new destination store in London’s Mayfair after relocating from South Molton Street
// The new store is four storeys and occupies 9149sq ft of space
// The store will open to public once non-essential retailers in England are allowed to reopen on April 12

Browns has opened a new destination store in London, featuring four storeys as well as a sustainable restaurant.

The central London emporium has opened at 39 Brook Street, and occupies 9149sq ft space inside a Grade II * listed building.

Browns said the new opening is part of its flagship relocation from London’s South Molton Street.

READ MORE: Browns CEO Holli Rogers steps down

Browns’ new ground floor has a Focus area, concentrating on an exclusive capsule collections; while upstairs there is an immersive room, featuring original oil paintings of Roman empresses and centurions.

Meanwhile, a Fragrance Corner; Shoe Room; menswear; fine jewelry section; style advisor and concierge is also included.

The sustainable restaurant Native, features an interior courtyard garden, with 100 per cent recycled marble tables and recycled cotton blankets made in Cornwall; sun-lit bar and a natty terrazzo flooring.

The store will open to the public once non-essential retailers in England are allowed to reopen on April 12.

“I am thrilled to see us open our flagship, Browns Brook Street, as we kick off 2021. There is an overall feeling of optimism for this new year and I can’t think of a better way to honor our role in luxury fashion over the past five decades, as well as set the tone for our next 50 years by clearly placing our foot firmly in the future of luxury retail,” Browns chair Holli Rogers said.

Brown was recently appointed as chief brand officer of luxury online retailer Farfetch.

Browns was acquired in 2015 by Farfetch, making it the only physical retail space within the online platform.

“Our new magical home will inspire customers as well as usher in a fundamental shift in the way people shop, as layered into this connected, tech-enabled experience is a thoughtful and human side – which is so crucial in the current landscape where personal and personalization is pivotal,” Rogers said.

“The space is truly sensorial; sight, sound, smell, taste and touch – offering a unique experience through each visit.”

Farfetch founder and chief executive José Neves said: “This is such an exciting milestone for Browns and for the Farfetch’s vision for Luxury New Retail (LNR), which we believe is the future of retail.

“Our Farfetch Platform Solutions (FPS) and Store of the Future Teams have worked with Browns to bring Farfetch’s state-of-the-art omnichannel retail technologies to the store to serve the changing needs of the luxury customer – both online and in this incredible physical space.”

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