Meadowhall has chosen for Joe Browns’ global première

Yorkshire’s shopping centre announced that e-commerce retailer would open its first physical store at the centre.

The 4,000 sq ft store in the centre’s High Street will be created by Dalziel and Pow. The store’s opening will correspond with the launch of the brand’s new Autumn Winter 2017 collection of clothing and accessories for men and women.

British Land’s True Value of Stores research exhibits that stores improve brand awareness, customer service and trust and that physical also contribute to online sales that do not directly touch the store. It also foretells that retailers that can offer a seamless omnichannel experience for shoppers are likely to outperform.

Simon Brown, Joe Browns Managing Director, and Founder, said: “We are thrilled at the opportunity to launch our first ever store within Meadowhall, offering our existing loyal customers a new way to shop with us and allowing us to meet a brand new audience. This is a really exciting step for the company that will transform us into a true multi-channel retailer, and we can’t wait to start that journey at Meadowhall.”

A series of premium brands have recently committed to Meadowhall containing Flannels, Tag Heuer, Neal’s Yard and Nespresso. All Saints, House of Fraser, Hugo Boss and Hollister, are also redesigning their stores.

These lettings and redesigns complement the centre’s £60m refurbishment which is started, as well as the £16 million retailer investment done by 42 brands that have redesigned stores since the onset of the renovation last year. A further 31 store reformat designs are currently taking place, due to complete in line with the culmination of the refurbishment program towards the end of the year.