Farfetch preps new omnichannel Browns London store

Online marketplace Farfetch is gearing up to launch a new Browns store on London Mayfair’s Brook Street.

Farfetch acquired Browns, a British fashion and luxury goods boutique, in 2015, as part of its omnichannel strategy.

The new store will open on 12th April with an emphasis on personalising the customer experience via the use of Farfetch tech.

According to Jeffrey Roberts, Director at Alchemmy, it offers “an exciting answer to the question of what a store is for”.

In a LinkedIn post, Roberts says: “The offer ticks almost every interesting box I can think of to create something that’s (on paper, at least) extraordinary.”

This includes the integration of physical and digital channels and embedded use of technology - booking, personal shopping, interactive mirrors. 

Curated, multi-brand concessions cover several categories - fashion, home, accessories, creating a luxury department store. There will also be entertainment and food to encourage patrons to linger.

“I love it because it brings a fresh twist to getting the basics right with an offering as old as shopping itself,” Roberts concludes.

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