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Browns of Brook Street, A London Relocation Story

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In fashion terms, London’s Mayfair is about as upscale as it gets, a place where names such as Dior, Louis Vuitton and Celine all rub shoulders. And it is to this select neighbourhood that luxury multi-brand retailer Browns has moved, relocating from premises it has occupied since the 1970s in nearby South Molton Street, which has increasingly become more like Oxford Street than a designer haven.

As a retail proposition, Browns has been owned by luxury fashion platform Farfetch since 2015 and the new store is, a bit like the old one, a Georgian townhouse with several floors. Each has its own character, but it is worth noting perhaps that unlike the majority of hyper-luxe retailers in the area, most of the stock is actually positioned on the mid-floor rather than sparingly distributed around the perimeter.

Also worth noting, is the bar, which has an almost rustic feel to it and which looks set, when Covid regulations permit indoor eating and drinking, to become a refuel point for the fashion set.

Pictures: Browns