Joe’s first brick-and-mortar store opened at Meadowhall shopping centre in Sheffield.The new store covers 4,000 sq ft store at Meadowhall’s High Street, engages customers in Joe Browns’ bright world and brings to life the bold online persona of the brand and its mantra: "Be Remarkable". The eclectic space in the store was designed by creative agency Dalziel and Pow and is full of interesting visual parts and inspiring content such as hand-painted illustrative statements.
Commenting on the opening of the debut store, Richard Crowther, Asset Manager for British Land, told: “The opening is an exciting step for Joe Browns, and as its very first physical location, is a testament to Meadowhall’s appeal as a leading UK retail and leisure destination. Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contribute to online sales that do not directly touch the store.”
“I’m delighted with the store; I think we’ve achieved what we set out to do, which was to create an impressive three-dimensional version of our catalogue. It crystallises our brand in a physical space perfectly," added Simon Brown, Managing Director and Founder of Joe Browns.
Joe Browns’ Meadowhall opening corresponds with the conclusion of the centre’s £60m refurbishment, which will be completed before Christmas. 73 brands including All Saints, House of Fraser, Hollister and Hugo Boss have spent £38 million in redesigning and refitting their stores to follow the centre’s new up-to-date feel. Additional upgrades are currently underway. 30 new marks have signed at Meadowhall over the last 18 months, with Flannels, Nespresso, Tag Heuer, Neal’s Yard and Godiva all adding to the centre’s premium offer. In September, Meadowhall also secured a resolution to grant planning consent for a £300 million Leisure Hall extension.