Mail order and online retailer Joe Browns has entered a partnership with young fashion brand Lipsy in a move to expose the brand to a younger market. The quirky brand launched a capsule womenswear collection of AW16 styles on the Lipsy and Next website on the 12th October and within two weeks had sold out of most lines.
Managing director of Joe Browns, & holder of an ECMOD Direct Commerce Lifetime Achievement Award, Simon Brown, said: “We’re really pleased to be working with Lipsy who are able to expose us to a younger audience. Our stand-out, fun and quirky styles are very distinctive and offer something that little bit different which grabs people’s attention.”
On the 1st February, a Joe Browns menswear collection was launched. The successful partnership is now looking for growth across all departments, extending women’s and menswear lines into AW17 as well as future plans to introduce a footwear collection.
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