Browns opens Browns East, its first new store in 20 years, in Shoreditch

Luxury boutique store Browns has opened its first new bricks and mortar store in twenty years in Shoreditch, London. Located at 21 Club Row, just off of Redchurch Street, Browns East is a new augmented retail concept. The new store, located in a former print factory, is said to offer shoppers ‘a gateway into the Browns universe’ and offers the first incarnation of the Browns Nomad project.

Spanning two floors, Browns East design complements Browns original flagship store on South Molton Street which first opened its doors in 1970. However the interior of the two differs. Browns East is based on the ’Store of the Future’ concept presented by Farfetch at its innovation presentation FarftechOS earlier this year as marks the retailer's debut into augmented retail.

“Browns has a strong heritage in innovation; from the time we first opened our doors, Browns has showcased pioneering designers. We’ve blended our love of fashion with incredible in-store experiences and we’ve always ensured that we change and evolve with our customers. In creating the overall Browns Nomad concept and opening Browns East, we’ve gone back to our roots, with innovation at the heart,” says Holli Rogers, CEO of Browns in a statement.

Browns opens first augmented retail store

The new flagship store is designed to reflect consumers changing shopping habits. Designed by Brinkworth, the store is the result of an ever-challenging retail climate which has led retailers to look at the entire retail experience through a new lens, according to Browns. Browns East features an entirely new concept within an augmented retail environment which can easily be changed, thereby offering customers a new experience each time they come to see and buy the Browns edit.

“In this amazing new retail space, our engineers will work alongside the sales associates to really get to know the Browns East customer, and to see how they are interacting with the products and services,” says Sandrine Deveaux, Managing Director, Store of The Future, Farfetch in a statement. “Insights will be constantly gathered by our team to adjust the technology. This iterative approach will allow us to shape the connected store retail experience, where we believe technology is there to enhance and to augment the customer experience in subtle, magical ways.”

Browns East’s interior is divided into a series of installations, featuring sculptural forms and is made from a blend of materials, finishes with pops of colour to create a ‘playful’ environment that aims to establish a new blueprint for the future retail. For example, the store’s entrance, which currently hosts a branded installation, will be regularly shared with independent creatives who can use the space for their own commercial ventures. The cafe will be overseen by Fatties Bakery during the store launch, as the bakery’s first and only retail stockist.

The new store also features other new sections, such asThe Table is a new event space for gatherings, workshops and Q + A’s and The Focus, a dedicated area for exclusive capsule collection drops, collaborations and more. The store also features an immersive experience room, which is free to the public as well as a gallery. “Browns East is a gender-neutral space; we’re blurring the defining line between what was once strictly male or strictly female fashion,” says Ida Petersson, Womenswear Buying Director at Browns. “Our customers already mix, match and interpret pieces in their own unique way and we’re very excited about pioneering a fresh approach”

“The store will have new elements that are tied to emotion and identity – it’s truly a sensory experience,” continues Rogers. “The moment you walk in you will feel something – through the people, the product, the design, the areas within the space, and the events that will take place. Coupled with this, we are innovating with technology which will make the shopping experience in Browns more personal and convenient for our customers.”

The Browns Nomad Project is set to see Browns implementing its new take on semi-permanent retail concepts, the retailer's response to the pop-up shop model. In addition Browns East is set to reinvent the retail experience by creating unique concepts that are tailored to the city of London and neighbourhood while keeping Browns DNA at its heart. “Holli and the team have done a fantastic job in taking Browns, a renowned brand, and mixing it with the dynamic charisma of East London and creating something very special,” adds José Neves, Founder, Co-Chairman & CEO of Farfetch.

“Browns East is the perfect partner to execute the evolution from multi-channel to augmented retail led by Susanne Tide-Frater. Building upon heritage and working with the Store of The Future team to create a pioneering mix of technology and in-store experience that will continually evolve to meet the customers’ needs, and shape the retail experience of the future.” Browns East opened its doors to the public last week and is set to mark its official opening on October 20th.

Photos: Courtesy of Browns