Browns, the luxury fashion retailer known for its high-end offerings, recently made the decision to close its popular Browns East branch located in Shoreditch. Originally intended as a temporary pop-up store, the branch exceeded expectations and continued operating for a longer period of time.
Browns East was a significant investment for the retailer, showcasing a variety of notable launches and experiences from both established and emerging fashion brands. However, the company’s flagship store on Brook Street in London’s West End remains its main focus and is considered its permanent home.
The retailer initially opened its doors in Shoreditch on Club Row in 2017. At that time, the main Browns store was still located on South Molton Street. While the South Molton Street location had served as the company’s home for many years, it had its limitations due to its smaller size and multiple rooms. In contrast, the Shoreditch location offered a more spacious and open layout, providing a unique and inviting shopping experience for customers.
In a significant move in 2021, Browns relocated to a larger and more impressive store on Brook Street, located just a short distance from the renowned New Bond Street. The West End and Knightsbridge areas of London are considered the primary destinations for luxury retail, so it is only natural that Browns has shifted its focus to its Brook Street store. Shoreditch, on the other hand, has gained popularity in recent years but is still primarily associated with edgy and alternative brands rather than ultra-luxury offerings.
Several other retailers have attempted to establish multi-brand luxury concepts outside of the West End and Knightsbridge areas. However, the success of these ventures has proven to be challenging, as demonstrated by The Shop at Bluebird (owned by Jigsaw). The Shop at Bluebird, which originally operated in Chelsea, made a move to Covent Garden but ultimately closed its doors in January 2020. It is evident that achieving success in luxury retail outside of the traditional hotspots is no easy feat.
Useful Links:
– Browns Fashion Official Website
– Jigsaw Official Website
