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Browns’ footwear success inspires standalone store

Designer fashion boutique Browns is to open a standalone footwear store in London as the retailer capitalises on its fastest-growing product category.

Browns was established by Joan Burstein and her husband Sidney in 1970 and is considered to be one of the UK’s leading independent retailers.

Its footwear sales have doubled since the category was introduced two years ago at the retailer’s South Molton Street store in central London, which has inspired the new venture.

The 12,000sq ft standalone footwear store will open next week in what was previously the Browns Brides store at 63 Brook Street in Mayfair.

The store will sell a mix  of designer labels including  Azzedine Alaia, Balenciaga, Chloé and Christian Louboutin. In addition, designers Rick Owens, Balmain, Balenciaga, Rupert Sanderson, Alejandro Ingelmo, Alessandro Dell’ Acqua, Nicholas Kirkwood and Martin Margiela will create exclusive products for the store.

A men’s floor will offer footwear from big-name brands including Comme des Garçons and Lanvin alongside emerging footwear designers.

Browns buying director Erin Mullaney said: “Browns has always been the first to introduce new designers and product to the market and there is an opportunity in London to create a standalone shoe concept that is new, exciting and dynamic.”

The store will have a lounge on the men’s floor where a wireless laptop service, coffee and newspapers will be available. Shoe repair services, personal  shopping and special events will also be on offer. Browns Brides moved to Hinde Street in London’s Marylebone in May 2007.

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