London-based retailer Browns is getting ready to launch a bold new-season edit, all about sexy dressing, up-and-coming brands — and 'going all out.'
; Saint Laurent’s sharp tailoring, and Loewe’s cracked egg heels. But unlike many of its competitors who are doubling down on heritage names and all the classics, Browns is keeping young, niche names as “the heart and soul of what [they] do.”
“The Pradas and Celines of the world are wonderful to work with, but working with young designers is what we really burn for,” said Petersson, adding that the business is aiming for up to 50 percent of its buys to be made up of up-and-coming, independent labels. “But you have to keep progressing those targets.
The retailer is also very hot on “taking care” of these young brands and has a dedicated department for helping up-and-coming names with merchandizing, pricing, as well as production, alongside the external agency Bear Scouts. “Young brands are vulnerable and need to feel supported. They have the talent but sometimes the problem is that they might not have the money to produce the collection right.
, known for her intricate knits and sustainability credentials. “It was a real electric moment at her debut show in Copenhagen last summer — standing ovations all around,” she said.What started as a small experiment in homeware has become a full-blown department, with more than 80 brands and a new focus on tablescaping with brands like Ginori, Maison Balzac and Foundrae, the fine jewelry brand which will soon be debuting its first range of plates.
Sport is another big focus, and the aim is for Browns to become a “one-stop shop” for as many sport disciplines as possible, from golf, and tennis to running, cycling and ski. The latter is having a particularly strong momentum with new sustainable names like Erin Snow Skin and exclusive après ski capsules by Balmain launching soon.
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