Joe Browns has ramped up its expansion plans and confirmed the opening of 10 new stores across the UK by the end of 2024, creating 200 new jobs.

Exterior of Joe Browns at Meadowhall shopping centre

Joe Browns plans to open 10 new stores by the end of 2024

The fashion and homewares retailer’s expansion plans will add to its current offerings in Sheffield and York, bringing its total UK store estate to 12.

Joe Browns said in a statement that it was “actively researching” locations including shopping centres, cities and towns for the new stores.

It added that the shops will “bring Joe Browns’ unique ethos to life” and allow its personality to “stand out on the high street”.

Joe Browns has also confirmed a franchise agreement for the opening of an additional 2,500 sq ft store in Cumbria, which opens this May.

The planned expansion follows a “robust” Christmas trading performance for the retailer as its total sales increased 19.5% in the four weeks to December 25, 2022.

Chief executive Peter Alecock said: “Extending our bricks-and-mortar footprint is a key building block to growing future brand awareness and sales. In simple terms, it’s about getting the brand visible to as many potential customers as we can.

“We know from our two existing stores that customers are returning to the high street and wanting a variety of ways to shop with us.

“The new stores will bring to life everything that is remarkable about Joe Browns in environments that are unique to us, backed up with engaging customer service from colleagues that live and breathe the Joe Browns ethos.

“We are looking at a variety of locations that we can share when we have signed on the dotted line. We really can’t wait to get cracking – it’s exciting times for the evolution of Joe Browns and when better than in our 25th year?”

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