Browns to Open London Flagship

Browns (London) is opening its new flagship on Mayfair’s Brook Street in the U.K. this month, and has already announced its plan to leave its current location on London’s South Molton Street. The store was originally scheduled to open in summer 2020 but was delayed due to COVID-19, reports Drapers. Browns will open its doors April 12, when non-essential retail in the U.K. is permitted to start again.

Located in the former Colefax and Fowler building, the store has been a long time coming: Its relocation and redesign was first revealed in 2019, and it was set to open to mark the brand’s 50-year anniversary.

Holli Rogers, the company’s former CEO, who was recently promoted to Chair, told WWD she wanted to the store to be a feast for fashion lovers.

She told WWD: “I think we’re going to have lots of people coming through the store for different reasons, and I actually love that. They may not even care about the clothes.”