Joe Browns launches 20th anniversary capsule

By

Barbara Santamaria

Published
Oct 24, 2018

Some of Joe Browns’ most popular pieces over the years have been brought back for a special heritage collection celebrating 20 years since the brand’s creation.

The capsule range, made up of 20 pieces, is part of several initiatives taking place this month, including a party at the company’s Meadowhall store and special competitions.

Joe Browns has reason to celebrate, after seeing staggering 30% in gross profit in the last two years and record-breaking sales for the past three years. Founded in 1998 as a mail-order business, it transitioned into a multichannel retailer with the opening of its first store in Sheffield last year, which has recorded over £2 million in gross sales and over 42,000 orders to date. And more locations could follow soon.

But the company is in no hurry, as its catalogue business continues to perform strongly, with over 1.25 million customers placing an estimated average of 2,000 orders per day. And Joe Browns said it is currently among the top performing brands for its wholesale partners, which include Debenhams, Lipsy and N Brown.

The joy of these achievements is reflected in the 20th anniversary capsule collection, which includes 12 styles for women and eight styles for men and is presented by the company’s staff in a special campaign.

“To celebrate our 20th anniversary we have reworked our best-selling styles from the past 20 years. Our designers trawled the archives to uncover favourite pieces from the last two decades, some of which we have brought back in their entirety and others we have drawn inspiration from for new pieces in the collection,” company founder Simon Brown said.

“Joe Browns is an inclusive brand, celebrating individuals from all walks of life who want distinctive styles that express their individuality; so what better way to showcase our 20th anniversary limited edition collection, than by modelling it on our own remarkable staff.”

The new collection has launched alongside the new season winter and Christmas collection, and the company is currently looking at extending its ranges and adding more product categories.

“It honestly feels like the journey has only just begun and the excitement I feel is as strong today as it was 20 years ago,” Brown said. “Our vision is to be the destination for remarkable things in order to keep intriguing, interesting and inspiring people.”