Joe Browns launches 'third season' drop for first time

By

Nigel TAYLOR

Published
May 26, 2023

Joe Browns has launched a high summer Ibiza Sunset collection with the ‘drop’ becoming a first for the fashion retailer.

It aims to “inject seasonal newness” outside of the usual spring summer collections that land in early January with a further release in March.

“Complementing and strengthening Joe Browns’ existing womenswear offer”, it will be available right through to the end of the summer holiday season in September.

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Ibiza Sunset spans 16 pieces (priced from £28 to £65) is designed specifically to meet the needs of customers getting ready to go on holiday and the warmer months just around the corner.

The collection features bohemian style dresses in retro silhouettes, zesty tunics and colourful skirts, trousers and tops. 

Jane Reik, Buying Director of Joe Browns, said the drop is “all about injecting newness to complement the existing offer and aligning to when the customer mindset is ready to shop for holidays, days at the beach, BBQs, picnics, in fact any activity that sun soaked days at home or abroad afford.”

Ibiza Sunset will be available on the retailer’s website, plus its third-party partner sites, including Next, SilkFred and Debenhams.

The increase in collections comes as the retailer builds on “its strongest year to date” with sales and profit up 20.9% and 7.8% respectively.

It is also looking to open 10 stores across the UK building on its stores opened in Meadowhall, Sheffield, and York. A separate franchise store, a first for the retailer, will open in Bowness-on-Windemere, Cumbria, next month.