Joe Browns announces plans for 10 new stores

By

Sandra Halliday

Published
Mar 23, 2023

Joe Browns said on Thursday that it will open 10 stores across the UK by the end of 2024 creating 200 jobs. It’s a big move for the business that currently has just two locations — in Meadowhall, Sheffield that opened in 2017 and York that opened in 2019.

And the 10 stores aren’t the end of the Leeds-based firm's physical store ambitions, as it has also entered into what it's calling a “toe in the water” franchise agreement for the opening of another store, this time in Cumbria.

In a first for the company, the new Joe Browns, Bowness-on-Windemere, will be on the town’s Queen’s Square and will cover 2,500sq ft of trading space. Offering womenswear, menswear and home, it opens in May.

Meanwhile, the other 10 new stores will be in “the most suitable shopping centres, cities and towns across the UK, to increase the awareness of Joe Browns”. The company is currently researching locations.

“Extending our bricks and mortar footprint is a key building block to growing future brand awareness and sales. In simple terms, it’s about getting the brand visible to as many potential customers as we can,” said CEO Peter Alecock.

“We know from our two existing stores, that customers are returning to the high street and are wanting a variety of ways to shop with us. The new stores will bring to life everything that is remarkable about [the brand] in environments that are unique to us, backed up with engaging customer service from colleagues that live and breathe the Joe Browns ethos."

The retailer has been going from strength to strength in recent periods, and said sales rose 9.5% in the four weeks to Christmas with menswear up an impressive 35.2%, womenswear up 8.2% and home, rising 27%.

The company is celebrating its 25th anniversary this year.