Joe Browns unveils debut store

Online retailer Joe Browns has opened its first ever retail store at Meadowhall in Sheffield as it looks to target a wider audience.

The 4,000 square foot store is located on Meadowhall’s High Street and has been designed by Dalziel and Pow with the aim of immersing customers into the brand’s colourful world and bring to life its mantra “Be Remarkable”.

The space, which carries the brand’s women’s and men’s clothing and accessories, and features a number of visual pieces such as hand-painted illustrative statements.

Simon Brown, managing director and founder of Joe Browns said: “I’m absolutely delighted with the store, I think we’ve achieved what we set out to do, which was to create an impressive three dimensional version of our catalogue. It crystallises our brand in a physical space perfectly.”

Online retailer Joe Browns opens first retail store

Richard Crowther, asset manager for British Land, owners of Meadowhall, added: “The opening is an exciting step for Joe Browns, and as its very first physical location, is a testament to Meadowhall’s appeal as a leading UK retail and leisure destination.

“Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store.”

Joe Browns’ opening coincides with the conclusion of Meadowhall’s 60 million pounds refurbishment, which will be completed before Christmas. Some 73 brands including All Saints, Hollister, House of Fraser and Hugo Boss have invested 38 million pounds in redesigning and refitting their stores at the centre. Further upgrades are on the way and 30 new brands have signed at Meadowhall over the last 18 months, including Flannels, Tag Heuer, Nespresso, Neal’s Yard and Godiva.

In September, Meadowhall also secured a resolution to grant planning consent for a 300 million pound Leisure Hall extension.

Images: Meadowhall