Since taking the helm as chief executive of Browns in 2015 and then transitioning to chair in 2021, Holli Rogers has quadrupled the business while bringing it modern relevancy through a complete branding and e-commerce reboot. This has included 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. In 2019, Rogers was also appointed chief brand officer of Farfetch.
Rogers began her career on 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 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 in 2016.
In January 2019, Browns owner Farfetch named Rogers its chief fashion officer — a position through which she worked with the marketing, styling and visual merchandising teams at the luxury fashion retail platform. Roger’s role as chair sees her continue to provide guidance on the strategic and creative direction of Browns while focusing on the Farfetch brand.
Rogers has a degree in fashion merchandising from the University of North Texas.