Joe Browns, the Leeds-based, fashion and home retailer, has announced, that it had plans to open ten stores across the UK by the end of 2024 creating 200 jobs.
The announcement significantly increases its bricks and mortar footprint from the two existing stores, in Meadowhall, Sheffield which opened in 2017 and a second in York which opened in 2019.
At the same time, Joe Browns announced it had entered into what it described as a ‘toe-in-the water’ franchise agreement which will see another store open in Cumbria.
A first for the retailer, Joe Browns, Bowness-on-Windemere is situated on the town’s Queen’s Square, spans 2500sq ft of trading space and will offer womenswear, menswear and home. It opens in May 2023.
In terms of locations for the other ten stores, the retailer said it was actively researching the most suitable shopping centres, cities and towns across the UK, to increase the awareness of Joe Browns.
All the stores will bring Joe Browns unique ethos and handwriting to life in environments that will allow the retailer’s free spirited personality to stand out on the high street.
“Extending our bricks and mortar footprint is a key building block to growing future brand awareness and sales. In simple terms, it’s about getting the brand visible to as many potential customers as we can.
“We know from our two existing stores, that customers are returning to the High Street and are wanting a variety of ways to shop with us.
“The new stores will bring to life everything that is remarkable about Joe Browns in environments that are unique to us, backed up with engaging customer service from colleagues that live and breath the Joe Browns ethos.
“We are looking at a variety of locations that we can share when we have signed on the dotted line. We really can’t wait to get cracking – its exciting times for the evolution of Joe Browns and when better than in our 25th year.” said Peter Alecock, chief executive, Joe Browns.
The retailer recently shared what it called a ‘robust Christmas’ with sales up +19.5 per cent in the four weeks to 25 December 2022 with sales in Menswear +35.2 per cent, Womenswear +8.2 per cent and home +27 per cent.
The strong figures were delivered against a backdrop of external economic factors including the ongoing cost of living crisis, which continues to affect consumer confidence.
The retailer, which celebrates its 25th anniversary this year, was founded by owner Simon Brown, who took inspiration from a group of friends after enjoying a great day on the surf in North Wales. Laughing, joking and utterly carefree, having a blast – this is the essence of Joe Browns.
Since then, Joe Browns has quietly and confidently traded over this time delivering 25 years of growth with a simple value of ‘making people feel good’. Beginning with menswear and introducing womenswear back in 2002 before adding homeware in 2019.
This has been delivered through a combination of Joebrowns.co.uk, brochures, marketplaces, royalty agreements, wholesale and direct despatch through independents and small department stores, as well as retail units in York and Sheffield’s Meadowhall.