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Browns Go East With Their New Shoreditch Store

Posted On: Oct 20, 2017   |   Posted By: 10 magazine

Browns Go East With Their New Shoreditch Store

For the first time in twenty years, Browns are opening a brand new store. They're going east. To Shoreditch. Housed in a former print factory, Browns East will be the very first incarnation of their Nomad project - what they are calling “augmented retail.” And what is augmented retail? I hear you ask. Well, from what we've gleaned from the mega press release, is a store with an ever-changing appearance via shopping concepts that are tailored to the neighbourhood. Fancy.
Customer is front and centre of the new approach. “Browns East will feature Farfetch's Store of the Future technology” says Sandrine Deveaux, Managing Director at Farfetch. “Our engineers will work alongside the sales associates to really get to know the Browns East customer. This approach will allow us to shape the connected store retail experience, where we believe technology is there to enhance and to augment the customer experience in subtle, magical ways.”
So what is this store of the future going to look like exactly? Starting as they...

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