Designer boutique Browns has opened its first new store in 20 years, at 21 Club Row in Shoreditch, east London.
The two-floor retail space, called “Browns East”, is located in the former Sonos Studio space, just off Redchurch Street.
In December 2015, Drapers exclusively reported that Browns had signed a deal to acquire retail space in east London.
The plans emerged seven months after luxury online platform Farfetch acquired the retailer from the Burstein family.
In April of this year, Farfetch unveiled its Store of the Future concept featuring digital mirrors, RFID clothing rails and mobile payment.
Sidney Burstein and his wife Joan – known as Mrs B – acquired the original Browns store on South Molton Street in 1970. Over the years, the Bursteins took over the leases of four more units on the street and linked them together. They also took on a property on Sloane Street.
It has its own transactional website and began selling through Farfetch in 2012.