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Joe Browns says first store is driving local web traffic

Lifestyle brand Joe Browns has said that its first ever store – which opened in Sheffield’s Meadowhall Shopping Centre last November – has boosted its sales across multiple channels.

The previously mail-order-only company is looking to launch more physical sites after the success of its first foray into bricks and mortar, which reportedly “very quickly passed the £1.25 million” sales mark and has continued to attract new shoppers.

Simon Brown, managing director and founder of the company, said more than 25,000 customers have made a purchase at the store so far, but he illustrated there were wider benefits to the business of having the shop.

“Sales have far exceeded our expectations, it is significantly driving more regional traffic to our website and we are now flooded with demand from customers for more stores,” he explained.

Brown added that it was a risk to open a store in a challenging retail environment, but he was confident that the brand would be well received by shopping centre visitors.

“We knew that if we could capture the essence of our fun and liberating brand and bring it to life in store, it could be a hugely successful move,” he noted.

Joe Browns has said profit at the wider organisation is up by 30% in the last two years, with further growth expected despite the recent investment in physical space.

The story of success around the company’s move from digital to physical rings true with other brands in the retail space.

Speaking at Future Stores Europe event in London in May, Made.com co-founder and former COO Julien Callade said whenever the online furniture company opens a showroom it sees web sales go up in that area.

He suggested that having these stores was positive for sales growth, brand awareness and for giving head office staff an opportunity to better familiarise themselves with the Made.com product and proposition.

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