Farfetch has announced that it has acquired London boutique Browns. Building on 45 years of Browns heritage and combining it with the expertise and unique merchandising approach of Farfetch, the acquisition will evolve the Browns brand both offline and online while creating a pioneering mix of technology and in-store experience. A continuation of the Farfetch omni-channel growth strategy, this is part of a long-term plan to develop a global technology platform to enable progression towards shaping the retail experience of the future. Holli Rogers will join the business as CEO of Browns. Holli will be responsible for taking the brand the Burstein family has built and evolving it both on and offline. The Browns brand and business will run completely independently to the Farfetch business, keeping its strong DNA but leveraging Farfetch resources and its global technology platform. To execute this vision on the technology side, Farfetch has created a new business unit called “Store of the Future” which will be led by Sandrine Devaux as Managing Director. Under Sandrine’s leadership this new team will develop and test new innovations in retail technology and omni-channel at Browns; before roll these out across the Farfetch community of 300 boutiques.

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