Simon Brown, MD and founder of Joe Browns, said: “We’re passionate about being remarkable in everything we do at Joe Browns, hence we’re very excited to be working with Dalziel & Pow to bring our strong personality to life. We are non-conformist, open-minded and courageous, which will be reflected in the store design to give the people that haven’t heard of our brand the full, unique Joe Browns experience.”

David Dalziel, Creative Director at Dalziel & Pow said: “Designing a store for a popular online brand with no physical representation is a huge responsibility, we need to reflect their core strengths in a way that is truly individual and appealing to the new audience it is about to meet. Joe Browns is full of personality, so it’s clear we have lots of inspiring content to build on. Their ambitious launch into ‘conventional’ retail is part of a growing trend that will rejuvenate the fashion sector and is a challenging concept that will energise the market”

Richard Crowther, Asset Manager for British Land, said: “Such a unique brand choosing Meadowhall for its global debut demonstrates Meadowhall’s firm position as a leading UK retail and leisure destination. We think it’s a strong endorsement of our work to create environments that reflect the way people shop and demonstrates the importance of an omnichannel offering for today’s retailers.”