Browns Bets on Brick-and-Mortar Revival With New Flagship in London’s Mayfair

As London prepares to emerge from lockdown and retailers reopen their doors on April 12, Browns is betting on a brick-and-mortar revival and pent-up demand for shopping. The storied retailer is opening a splashy new flagship on Brook Street in Mayfair as it relocates from its original digs on South Molton Street. Set over four floors, the new space features a zero-waste restaurant called Native at Browns and a courtyard — and celebrates the history of 39 Brook Street, a building that dates back to 1720 and formerly housed decorating firm Colefax and Fowler. Some areas have been left completely untouched.  “There is an overall feeling of optimism for this new year and I can’t think of a better way to honor our role in luxury fashion over the past five decades, as well as set the tone for our next 50 years, by clearly placing our foot firmly in the future of luxury retail,” said Holli Rogers, chair of Browns, part of Farfetch, which is helping infuse innovative tech into the store. The store will play up experiential retail and personalized shopping experiences. For example, “The Club” on the top floor is geared to the retailer’s prime customers — it includes a bar

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