Design showcase: First store for online retailer Joe Browns

7th November 2017

Online retailer Joe Browns has opened its first physical store, at Meadowhall in Sheffield.

The 372 sq m (4,000 sq ft) store seeks to immerse shoppers in the colourful world of Joe Browns, bringing to life its online persona and its ‘Be Remarkable’ brand message.

Designed by Dalziel & Pow, the store features an eclectic array of props, including vintage tables and other furniture used for product display, paintings, and graphics featuring flowers and birds. Frame structures break up the size of the store without disrupting sightlines. Flooring is in a mixture of wood- and tile-effect finishes.

The double height store frontage has a neon sign to grab attention, with hanging foliage behind. The launch windows feature autumn-coloured leaves with the current fashion collection.

“I’m absolutely 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,” says Joe Browns founder and managing director Simon Brown.

“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,” says Richard Crowther, asset manager for centre owner British Land. “Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store.”