July 25, 2021

The Stores: Browns’ new retail haven

3 min read

On 12 April the day has finally come and London high-end retailer Browns will open its doors to Browns Brook Street, its new flagship boutique. Located at 39 Brook Street in the heart of London’s Mayfair, the store offers a curated world of menswear and womenswear, footwear, fine jewelry and watches, fragrances, food and culture.

“There is an overall feeling of optimism for this new year and I can’t think of a better way to honor our role in luxury fashion over the past five decades, as well as set the tone for our next 50 years by clearly placing our foot firmly in the future of luxury retail. Our new magical home will inspire customers as well as usher in a fundamental shift in the way people shop as layered into this connected, tech-enabled experience is a thoughtful and human side – which is so crucial in the current landscape where personal and personalization is pivotal,” says Holli Rogers, CEO of Browns.

Built in 1720, the heritage site located on the corner of Avery Row and Brook Street is set over four floors and features a restaurant and a courtyard. Drawing on the historical aspects of the building and retaining some of the site’s original grandeur, some areas have been left completely untouched, blending old decadence with a contemporary mood.

Architecture and design studio, Dimorestudio led the design of Browns Brook Street to create an environment that retains the historical fabric whilst conveying the new vision established by Browns. Britt Moran and Emiliano Salci, founders of Dimorestudio said, “We have delved into creating a space where the essential and clean line structures are juxtaposed to the existing fixtures. We were influenced by the artists Donald Judd, Carl Andre and Fausto Melotti. Thus, the metallic hanging structures in steel and iron reflecting on the black floor tiles. Custom designed and handmade wallpaper depicting faded floral Victorian patterns contrast with the essential, clean cut lines of the furnishing and lights, such as the neon lamps by Eileen Gray, the Elettra chairs by Arflex and the Gino Sarfatti lamps with exposed bulbs.”

Housing ‘The Club’ at the top floor provides a haven for VIP customers and includes ‘The Parlour’, a bar and three personal shopping suites. After the launch of the ‘Residencies’ program online in October 2020, Browns Brook Street will also play home to the physical realization of these experiences and events. There is also a concierge, which will facilitate unmatched services for clients.

Opening alongside the boutique, the sustainably designed restaurant Native at Browns will continue to champion seasonal produce and ethical dining through a selection of closed-loop small plates, natural wines and foraged cocktails.

Native at Browns restaurant

Native at Browns restaurant

Customers can also shop in a multi-channel way within a seamless journey between both the online and offline. This is a tech enabled customer experience, connected by Browns owner Farfetch, that links the website, the sales associate and consumer apps, the connected mirrors, the style advisors, the stores and the customers.

Those who haven’t found what they’re looking for at Browns East can opt to have product transferred to the store in 60 minutes (stock dependent). London-based customers can opt for same-day delivery, while VIC clients can select from an additional menu of delivery services.


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