British lifestyle brand Joe Browns is opening a 1,500 square foot store in the McArthurGlen Designer Outlet York at the beginning of July. The move follows “record sales” for the brand as well as a successful first year of trading for its flagship store in Meadowhall. Joe Browns is expecting to continue to see similar levels of success at the new outlet store.
Simon Brown, managing director and founder, comments: “This is the next phase for us in exploring retail and means more people will be able to access remarkable garments at great prices. Our Meadowhall store captures and really brings to life the essence of our fun and liberating brand, so we’re really looking forward to replicating this and delivering a true point of difference to McArthurGlen. There are challenges out there in retail but there are also opportunities. We’re only a fraction of the way through our journey; Joe Browns can get as big as our imaginations want it to be.”
The new store, which will be situated on the South Mall of the designer outlet, will stock discounted men’s and womenswear collections and a selection of accessories. London agency Dalziel and Pow, which also designed Joe Browns’ 4,000 sq ft flagship, have been brought in to create an equally eye-catching and intriguing space.
“This second store for Joe Browns is a significant step forwards for the brand,” says Dalziel and Pow creative director David Dalziel. “Carrying on from the bold and distinctive store at Meadowhall, this opening promises to be equally striking. Lofted dark ceilings with a vibrant selection of interior finishes make this an even more theatrical space.
“We have refreshed the colour palette but maintained the iconic black frames that divide the space into three clear rooms to segment the collections. We are naturally hopeful this is the second of many successful physical stores for Joe Browns in the future.”
Despite a challenging retail market, direct sales for the multichannel retailer have risen 17 per cent year on year since the start of the financial year in July 2018. Since opening in November 2017, the Meadowhall store has reported gross sales of over £3.3m.
Darren Abbott, finance director, comments: “The continued success of the business allows us to continue investing in new customer recruitment and we see our second retail store very much a part of this strategy.”