When so many brands are turning to digital retail, why is it important now for Browns to continue its physical space?

Browns Brook Street cements our belief in physical retail and the importance of the flagship which contains the essence of our brand and a space for us to engage with our community. My background was predominately online before joining Browns and I think both spaces have their unique place within the eco-system of the industry. With online, you have everything at your fingertips – in-store we can educate, inspire and curate, providing a space that showcases our unique viewpoint. 2020 has taught us the importance of having a truly omni-channel approach, and perhaps even cemented the path we were taking. In store, we will have elements such as in-store mode, an extension of the Browns Fashion commerce app which allows you to scan product, check in with a sales advisor and even view what from your wishlist is in store.

Additionally, we will also have the ‘connected mirrors’ which enable storytelling and rich product discovery at the moment purchase decisions are made and that enhance the customer journey through a connection to their sales associate. The adoption of technology has definitely accelerated and by blending these two attributes, we can ensure we are offering a seamless journey across all touch points.

Browns Brook Street: the fashion icon’s new store will make you want to go shopping IRL