Fashion retailer Joe Browns officially opens first ever store at Meadowhall

Joe Browns, the mail order and e-commerce retailer, has opened its first ever store at Meadowhall in Sheffield.

Located on Meadowhall’s High Street, the 4,000 sq ft store offers a mix of clothes and accessories for men and women.

The space in the store was designed by creative agency Dalziel and Pow and features an array of visual pieces and content such as hand painted illustrative statements.

Richard Crowther, asset manager for British Land, which owns Meadowhall, said: “The opening is an exciting step for Joe Browns, and as its very first physical location, is a testament to Meadowhall’s appeal as a leading UK retail and leisure destination.

“Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store.”

Simon Brown, managing director and founder of Joe Browns, added: “I’m absolutely delighted with the store, I think we’ve achieved what we set out to do, which was to create an impressive three dimensional version of our catalogue. It crystallises our brand in a physical space perfectly.”

Joe Browns Meadowhall opening coincides with the conclusion of Meadowhall’s £60m refurbishment, which will be completed before Christmas.

73 brands including All Saints, Hollister, House of Fraser and Hugo Boss have invested £38m in redesigning and refitting their stores.

A further 30 new brands have signed at Meadowhall over the last 18 months, with Flannels, Tag Heuer, Nespresso, Neal’s Yard and Godiva all joining the centre’s lineup.

In September, Meadowhall also secured a resolution to grant planning consent for a £300m Leisure Hall extension.