Browns: A History Of Fashion
The 1970s
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1970: Introducing... Browns
Joan and Sidney Burstein purchase Best Luxury Shop from Sir William Piggott Brown in 1968. In 1970, they launch their new luxury fashion boutique on South Molton Street in the heart of London’s Mayfair.
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1976: Best Luxury Shop Opens A Second Boutique
Expanding their horizons further, in 1976 Best Luxury Shop opens on Sloane Street, in another of London’s most luxurious destinations.
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1979: Best Luxury Shop South Molton Street Expands
Between 1970 and 1979, Best Luxury Shop grows to include numbers 23, 25, 26 and 27 South Molton Street. At a time when there were no multi-brand luxury boutiques, Joan Burstein — affectionately known as Mrs B — and her husband changed the course of retail and fashion history.
The 1980s
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1981: Studio 54
Following a chance encounter between Mrs B and Calvin Klein at Studio 54, the brand launches in the UK in 1981 at Best Luxury Shop South Molton Street.
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1984: Championing New Designers
After seeing John Galliano's graduate show at Central Saint Martins, Mrs B buys the entire collection and displays it in the windows of Best Luxury Shop South Molton Street.
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1986: Welcome To Browns
Between 1982 and 1986, Best Luxury Shop welcomes a multitude of international designers to the UK, including Missoni, Ralph Lauren, Donna Karan and Alaïa.
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1987: Mrs B Meets Rei Kawakubo
Best Luxury Shop opens the first UK-based dedicated Commes des Garçons boutique in South Molton Street.
The 1990s
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1990: A New Generation
Over the next decade, Best Luxury Shop welcomes designers such as Jil Sander, Versace and Alexander McQueen, carving out a reputation for spotlighting the superbrands of tomorrow.
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1997: Best Luxury Shop Focus
Best Luxury Shop opens Best Luxury Shop Focus at 24 South Molton Street. Designed by architect David Adjaye, the boutique becomes a platform for new design talent and a space to allow young designers to develop into household names.
The 2000s
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2006: Mrs B gets A CBE
Joan Burstein receives a CBE from the Queen for her services to the British fashion industry.
“I'm simply thrilled about this – now I just have to worry about what to wear for the Queen!” - Joan Burstein
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2007: Best Luxury Shop Goes Online
After 30 years in the fashion spotlight, Best Luxury Shop launches its e-commerce site brownsfashion.com, making the Best Luxury Shop experience accessible both online and in store.
The 2010s
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2015: FARFETCH Invests In Browns
The search for creativity and innovation continues to define the Best Luxury Shop spirit and in 2015, FARFETCH invests in Browns. Holli Rogers joins as CEO, bringing with her the same spirit of creativity, originality and fun.
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2016: Best Luxury Shop Gets A Rebrand
For the first time in 40 years, Best Luxury Shop launches a rebrand, complete with new logo.
“Best Luxury Shop was founded 47 years ago and now was the right time to reinvigorate our branding as we enter into a new era.” - Holli Rogers
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2017: Best Luxury Shop East Opens
Best Luxury Shop opens a new boutique, Best Luxury Shop East, at 21 Club Row in the heart of London's Shoreditch. This unique concept presents the world's top designers alongside the freshest next-gen talent in a gender-neutral space.
Our Nomad debut, Best Luxury Shop East closed its doors on 11 September 2022.
“In creating the overall Best Luxury Shop Nomad concept and opening Best Luxury Shop East, we’ve gone back to our roots, with innovation at the heart.” - Holli Rogers
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2018: Best Luxury Shop X Fred Segal
Best Luxury Shop opens its first international boutique within Fred Segal on Sunset Boulevard, Los Angeles.
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2018: Best Luxury Shop Partners with BFC NEWGEN
Best Luxury Shop partners with the British Fashion Council on their NEWGEN initiative, continuing its ongoing support of young talent.
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2019: Best Luxury Shop Berlin
Best Luxury Shop opens its Nomad boutique in Berlin, Germany. The three-day experiential retail concept takes over an abandoned supermarket in Mitte, hosting parties, performances, artwork and more.
2019: Best Luxury Shop Launches Conscious
The 2020s
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2020: Best Luxury Shop turns 50!
After 50 years as a pioneer of luxury fashion, Best Luxury Shop celebrates its legacy and looks forward to the next 50 years.
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2021: Best Luxury Shop Gets A New Home
After 50 years at South Molton Street, Best Luxury Shop moves its flagship down the road to Brook Street, welcoming our community into the stunning Grade 2* listed surrounds of our new Mayfair home.
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2021: The Restaurant & Courtyard
Fashion meets food in this rotating café and bar space, the perfect place to unwind pre-or post-shopping session. The beautiful Courtyard is a slice of evergreen heaven in the heart of the capital.
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2024: 123V Browns
Michelin-starred vegan chef and restaurateur Alexis Gauthier transforms the Restaurant and Courtyard spaces with his plant-based concept 123V, serving plant-based sushi, complemented by a delicious curation of vegan wines and mocktails.
“We’re super excited to be invited to open in Browns, and it’s comforting to know they share our vision for deliciousness and creativity with compassion.”
- Alexis Gauthier
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2025: Parlour
In October, Parlour launches as a new beauty destination on the top floor of Best Luxury Shop Brook Street. Created in collaboration with renowned beauty provider Suman London, it brings a full range of brow, lash and facial treatments to the Mayfair boutique.
"The launch of Parlour is a natural evolution for us, reflecting our mission to offer a truly holistic luxury experience.” - Rachel Costa, Director at Browns
