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First outlet store for online fashion brand Joe Browns

Fashion retailer Joe Browns – which moved from pure online retail with the opening of its first physical store, in Meadowhall, in 2017 – is to open its first outlet unit.

A 139 sq m (1,500 sq ft) store will open at the McArthurGlen Designer Outlet York at the beginning of July. Dalziel & Pow, which designed the first Joe Browns store, has been retained to develop the outlet branch.

Joe Browns founder and managing director Simon Brown says, “This is the next phase for us in the 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 the McArthurGlen Designer Outlet York.”

Since opening in November 2017, the Meadowhall store has achieved gross sales of more than £3.3m, and the brand’s direct sales from all channels are up 17 per cent on last year.

Dalziel & Pow creative director David Dalziel says, “This second store for Joe Browns is a significant step forwards for the brand. 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 makes this an even more theatrical space.”

The store colour palette has been changed for the second branch, but it maintains black frames that divide the interior into three room-type spaces.

Simon Brown says he is optimistic for the future of the brand’s physical retailer spaces. “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.”

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