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Browns opens new concept store to meet increasing demand for luxury basics

London designer indie Browns has expanded its empire with a new concept store focused on luxury basics.

Shop 24 aims to bridge the gap between Browns’ flagship womens-wear store Browns and Browns Focus, which specialises in new, cutting-edge design. It is named after its door number on South Molton Street and opened on Wednesday as Drapers went to press.

A spokeswoman said: “The idea came about when we noticed our clients were coming in with a shopping list of items they could not find anywhere else - basics with a twist.”

Browns said the store, which occupies a space previously taken up by womenswear under the Browns fascia, had a “modern, fresh, Scandinavian feel”, and stocks brands such as Ruffian, Bodyline, Burberry Brit, The Row and ALC. Prices range from £30 to £600.
Key pieces include an oversized white shirt from Equipment and a James Perse cotton T-shirt.

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