Situated on Meadowhall’s High Street, the 4,000 square foot shop was designed by creative agency Dalziel and Pow.
Simon Brown, managing director and founder of Joe Browns, said: “I’m absolutely delighted with the store, I think we’ve achieved what we set out to do, which was to create an impressive three- dimensional version of our catalogue. It crystallises our brand in a physical space perfectly.”
The opening coincides with the conclusion of Meadowhall’s £60 million refurbishment which will be completed before Christmas. Some 73 brands, including All Saints, Hollister, House of Fraser and Hugo Boss, have invested £38 million in redesigning and refitting their stores to reflect the centre’s new contemporary feel.
Richard Crowther, asset manager for British Land, said: “The opening is an exciting step for Joe Browns, and as its very first physical location, is a testament to Meadowhall’s appeal as a leading UK retail and leisure destination. Our True Value of Stores research shows that stores improve brand awareness, customer service and trust and that physical also contributes to online sales that do not directly touch the store.”
Over the last 18 months, Meadowhall has signed up 30 new brands including Flannels, Tag Heuer, Nespresso, Neal’s Yard and Godiva. In September, the centre also secured a resolution to grant planning consent for a £300 million leisure hall extension.