Browns closes Shoreditch store to focus on flagship

British fashion retailer Browns has closed its Shoreditch store to focus on its West End flagship store.

Located at 21 Club Row, a former print shop, the store opened in 2017 and was originally conceived as a pop-up as part of the luxury retailer’s ‘Nomad’ concept.

“We are very proud that its success has allowed us to use the site for much longer than originally anticipated, namely five years,” a Browns spokesperson told UK trade magazine Drapers.

“We have some really great plans for our flagship brand over the coming months which will then provide further insight into the future of Browns,” it said.

Focus on Mayfair flagship store

Last year Browns inaugurated its new home, Browns Brook Street in the heart of London’s Mayfair. The new store offers a selection of fashion, fine jewellery, fragrances, food and culture, as well as a “sustainable restaurant”.

The revamped boutique replaces the retailer’s previous flagship store on London’s South Molton Street, where founder Joan Burstein opened the store in 1970.

Browns was acquired by luxury e-tailer Farfetch in 2015 as part of its omnichannel growth strategy.

In recent years, the retailer has focused on merging physical and digital components in its brick-and-mortar stores.

This translated post previously appeared on FashionUnited.uk.

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