Mail-order and online retailer Joe Browns has opened its first ever store at Meadowhall in Sheffield. The 4,000 sq ft store, located on Meadowhall’s street’s High Street, was designed by creative agency Dalziel and Pow and features interesting visual pieces and inspiring content such as hand painted illustrative statements.
The brand, which has over one million customers across the UK and Europe, chose Sheffield in order to keep the store within its Yorkshire border, as well as maximising footfall within the region’s ‘favourite shopping destination’. Earlier this year the company reported a rise of more than 30 per cent in direct sales over the financial year.
“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 Simon Brown, managing director and founder of Joe Browns.
Joe Browns Meadowhall opening coincides with the conclusion of Meadowhall’s £60m refurbishment, which will be completed before Christmas. 73 brands including All Saints, Hollister, House of Fraser and Hugo Boss have invested £38 million in redesigning and refitting their stores to reflect the centre’s new contemporary feel. Further upgrades are currently underway. 30 new brands have signed at Meadowhall over the last 18 months, with Flannels, Tag Heuer, Nespresso, 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.