Acquired by Farfetch back in 2015, there are big plans afoot for cult boutique brand Browns Fashion. With its original store on South Molton Street still an essential destination for serious fashionistas, a new Store of the Future concept has recently opened up in the form of Browns East, a two-storey boutique housed in a former print factory in Shoreditch. Designed by Brinkworth, in close partnership with Browns’ in-house team, Browns East is the retailer’s first new bricks-and-mortar outpost in 20 years. While the new arrival is a departure from the traditional retail format, Holli Rogers, CEO of Browns, says the store’s DNA remains at its heart. §
