Joe Browns second store opens as it makes outlet mall debut

By

Sandra Halliday

Published
Jul 16, 2019

Fashion retailer Joe Browns may be growing fast, but it’s taking its move into physical retail spaces slow, and this month it has opened only its second bricks and mortar store.

The Leeds-based mail-order-to-online firm has opened at the McArthurGlen Designer Outlet York, so as well as the new location being its second physical space, it’s the firm’s first outlet store.

The opening follows its debut in November 2017 at Sheffield’s giant Meadowhall mall and, as you can see, the brand can hardly be accused of rushing into its second physical space.

The York project was led by go-to creative agency Dalziel & Pow with that firm’s creative director David Dalziel stressing how high the expectations are for any company opening store number two.

“Joe Browns have just launched their ‘difficult second album’,” he said. “The new store in York is, if anything, more ambitious, more rich in detail, more confident and every bit as impactful. A simpler box, but full of character. It’s not often our clients are brave enough to make such a distinctive statement.”

Much like the Meadowhall flagship, the décor in the York outlet is very colourful with Joe Browns founder/MD Simon Brown talking of bringing to life “the sheer fun and essence of” the label.

He also said the first few days have “been a resounding success,” helped by the fact that the company has “a very loyal customer base in York and the surrounding areas.”