Browns are an independently family owned department store, which has been trading for over 100 years. The York store, first opened in 1890, now enjoys a new design of its ground floor handbag department. This new area has been designed by Emma Parish, with retail delivery partner Resolution Interiors responsible for all of the fixtures and installation works. This is a key feature department for the store, which includes iconic fashion labels such as: DKNY, Lauren Ralph Lauren, Radley, Orla Kiely, Lulu Guinness, Valentino, The Bridge where all the latest collections are on display. Merchandising units are made of highly polished stainless steel, with a ceramic tile feature bay to showcase these luxury brands.
Emma Parish of design agency EPD said, ‘“We have worked with Browns Department Stores for the past 7 years, they’re a pleasure to work for, projects are always approached with openness and enthusiasm. For this project the brief was to re-design their Handbags department to promote their new luxury handbag range. We’ve specified high quality materials, with a classic colour palette, aiming to create a refined backdrop from which to showcase their new collection.
A design element of particular note would be the Pay and Pack. Owing to Browns renowned levels of customer service and the high end nature of the handbags we incorporated an elegant glass return on the Pay and Pack. This dedicated sales area allows the assistant to present the product range to the shopper on a more personal level, enhancing the shoppers overall experience.”
Whilst Resolution Interiors talked more about the project journey, ‘We were recommended to Browns, following the completion of De Gruchy, and commissioned to realise this stunning department. Collaboration between this close project task force has been critical to the success of the project. With the intent to retain a good customer experience through the installation period, while exceeding expectations on delivering the design intent.’
Browns pride themselves on an immersive shopping experience, with a curation of customer-centric services. These include extensive ladies fashion and lingerie ranges; Regis Hair & Beauty Salon; The Nail Bar; and Biju Brow Bar; with a personal shopping experience; and sewing team in house for all alterations. Refreshments are served up in the Rhodes restaurant on the first floor and the ground floor Café, whilst there is also a large furniture department for the home. Browns said, ‘The new handbag accessories area has been designed to harness the lifestyle environment of the store, displaying products on stylish, high quality merchandising units befitting of such luxury fashion forward brands. This creates a vibrant feel to the newly created handbag lounge.’ Having expanded into other locations; Helmsley, Beverley and Gainsborough, Browns have created an experience within their stores, where a stunning selection of products and services are on offer within one concept.
Source: Retail Design Blog