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THE rejuvenation of the legendary Browns reaches its crescendo today, as the brand reveals its new packaging, its new website, and its innovative Christmas scratch-card campaign, and no one is more excited about it than CEO Holli Rogers. Since she arrived just a year ago, the brand has seen triple-digit growth; added 70 new brands to its portfolio; expanded and relocated its distribution centre; embarked on stylish boutique refurbishments; and invested in tailored technology that promises a more engaging e-commerce experience.

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“Browns was founded 47 years ago and now was the right time to re-invigorate our branding as we enter into a new era for Browns,” Texas-born Rogers, who calls London home, told us. “We wanted this to be true to Browns DNA and heritage, but reflective of our exciting new changes, growth and vision for the future.”

But amidst all the success and shaking things up, for Rogers – who admits to feeling her most comfortable “when I’m busy and when I’m laughing” – there’s always room for a little fun.

“I think sometimes in luxury fashion there can be tendency to be overly serious and ultimately I believe it’s so important to enjoy what you do,” she divulges. “Also fun has always been a very important component within the Browns DNA. We have purposely taken a playful and at times irreverent approach to our brand strategy, particularly our window schemes, editorial and social media.”

Discover Browns’s Christmas scratch-card windows from today at its South Molten Street flagship store and see its new website here.

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