Online and mail-order retailer Joe Browns has confirmed it is launching its first bricks-and-mortar flagship in Meadowhall in the autumn.
The physical store will stock items from the retailer’s autumn 17 collection. Prices will range from £17.95 for women’s tops to £199 for men’s leather jackets.
The site, which spans nearly 4,000 sq ft, forms part of the Sheffield shopping centre’s regeneration.
It is understood that the launch is slated for mid-to-late-autumn.
Joe Browns has appointed London creative agency Dalziel & Pow to design the store.
David Dalziel, creative director at Dalziel & Pow, said: “Designing a store for a popular online brand with no physical representation is a huge responsibility – we need to reflect their core strengths in a way that is truly individual and appealing to the new audience it is about to meet.
“Joe Browns is full of personality, so it’s clear we have lots of inspiring content to build on. Their ambitious launch into ‘conventional’ retail is part of a growing trend that will rejuvenate the fashion sector – a new, challenging concept that will energise the market.”
Meadowhall’s £60m refurbishment also includes new stores from Timberland and Schuh kids, as well as upsizing from Primark and Sports Direct.