Mail order and e-commerce retailer, Joe Browns, chooses Meadowhall for global store debut

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British Land, joint owner of Meadowhall, Yorkshire’s premier shopping destination, has announced that mail order and e-commerce retailer, Joe Browns, will open its first physical store at the centre in the autumn.

The 4,000sq ft store in the centre’s High Street will be designed by Dalziel and Pow. The store’s opening will coincide 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 reveals that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store. It also predicts that retailers that can offer a seamless omnichannel experience for shoppers are likely to outperform.

Richard Crowther, asset manager for British Land, said: “Such a unique brand choosing Meadowhall for its global debut demonstrates Meadowhall’s firm position as a leading UK retail and leisure destination. We think it’s a strong endorsement of our work to create environments that reflect the way people shop and demonstrates the importance of an omnichannel offering for today’s retailers.”

Simon Brown, managing director and founder of Joe Browns, added: “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.”

David Dalziel, creative director at Dalziel & Pow, said: “Designing a store for a popular online brand is a huge responsibility, we need to reflect their core strengths in a way that is truly individual and appealing to the new audience it is about to meet. Joe Browns is full of personality, so it’s clear we have lots of inspiring content to build on.”

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

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