Since taking the helm as chief executive of Browns in 2015, Holli Rogers has quadrupled the business while bringing it modern relevancy through a complete branding and e-commerce reboot, the opening of a high-tech Shoreditch store and a strategy upgrade to make Browns “the coolest boutique in the world,” by seamlessly integrating fashion and technology.
Rogers began her career at Neiman Marcus’ buying programme, working on the shop floor selling accessories. She then moved to Chanel in wholesale sales for ready-to-wear. In 2003 she relocated to London and joined Net-a-Porter as assistant retail director, rising the ranks to become fashion editor of the booming e-commerce site in 2011. After years of travel and long hours, she scheduled a year-long sabbatical for 2014.
During her time off, Farfetch chief executive José Neves approached her to take the helm of Browns, which Farfetch bought in 2015. Despite having little experience in physical retail, Rogers took on the project of revamping its strategy, which included opening a new Browns East store in East London, using data and technology to integrate the e-commerce experience with brick-and-mortar as the first phase of Farfetch’s “Store of the Future” concept. Browns East is also complete with an in-store café, an art gallery and flexible fixtures, allowing it to reformat every three weeks and rotate its brand selection.
“I want to re-establish Browns as the coolest boutique in the world and one of the most important factors in achieving this is to both stay completely in tune with the ever-changing lifestyle needs of our customers and to keep innovating. Fundamentally though, I always believe it comes down to product and our complete conviction in our edit and curation,” she told Vogue.
Rogers has a degree in fashion merchandising from the University of North Texas.