Browns to Relocate West End Flagship to Experiential Mayfair Space

June 24, 2019

To mark its 50th anniversary next year, luxury retailer Browns has announced that it will be relocating its flagship from South Molton Street to a new space at 39 Brook Street, Mayfair. The Brook Street store will launch in the summer of 2020.

Browns said its new four-floor store will be a space “where customer experience is paramount and technology and the power of personal service are at its heart.” The store will feature The Focus, a window to the flagship store that will showcase the latest capsule collections, collaborations and talent being championed; an immersive ‘multi-sensory’ experiential retail room; an entire floor for styling advice, wardrobing and a fashion concierge; and, of course, a restaurant.

The company said it will continue to offer its Browns edit, a regularly-rotating edit of “the best in luxury fashion,” spanning ready-to-wear, footwear, bags and fine jewellery with dedicated womenswear and menswear floors.

Kate Taylor, Director, Davis Coffer Lyons, said, “39 Brook Street is a beautiful Grade II* listed building at the corner of Brook Street and Avery Row, and close to Claridge’s. Dating back to 1720 as a single house, the building was developed by architect Jeffry Wyatt and more recently was home for many years to interiors company Colefax & Fowler.  The accommodation extends to circa 6,700 sq ft over basement to third floors; the piece de resistance is the internal courtyard which provides a quiet oasis in the heart of Mayfair.  Landlord Grosvenor obtained change of use to Sui Generis restaurant and private members club.”

José Neves, Founder, Co-Chairman & CEO of Brown’s parent company, Farfetch, said: “When we acquired Browns in 2015 I made a promise that we would take care of this iconic gem of our industry, and that we would continue to take a revolutionary approach to retail, both in-store and online. I couldn’t be prouder of the team who now lead Browns into its 50th anniversary year and the momentous occasion of moving into this new location on Brook Street.”

Davis Coffer Lyons advises Grosvenor on its food and beverage leasing strategy. Colliers International advises Grosvenor on retail.