The new location zeroes in on personalising the customer experience with the support of Farfetch technology. The four-floor Mayfair space, which will open to the public on April 12, houses a restaurant, Native At Browns, with outdoor dining in a private courtyard, dedicated womenswear and menswear floors, a sneaker room and a fine jewellery and watches department. Customers can also access concierge services, book into one of the private shopping suites or access a rotating roster of grooming services at ‘The Parlour.’

The Farfetch tech is intended to better connect the Browns shoppers’ online and offline experience. For example, sales associates can access individual customer wish lists, past purchases and browsing history through an app to help tailor in-person customer service, while shoppers can use their own app to book appointments or pay for purchases. “[It’s] really bringing that customer experience piece to the forefront,” said Browns chair and former CEO Holli Rogers. “The human interaction part of that’s always been really fundamental to everything we do.”

Browns opened in 1970 on South Molton Street, just around the corner from the retailer’s new location. However, the old Georgian townhouses of the original flagship were ill-equipped to keep up with retail innovations or support the Farfetch tech. The new store at 39 Brook Street is also better placed to benefit from high-spending footfall. It’s closer to upmarket Bond Street, located a few doors up from Claridges Hotel and a stone’s throw away from new luxury developments the Rosewood Hotel on Grosvenor Square and The Residences, apartments on Hanover Square managed by the Mandarin Oriental Hotel Group.