The coolest boutique in the world? How Browns’ Holli Rogers wants to make designer shopping fun again

Browns, the fashion boutique founded by Joan Burstein and husband Sidney in 1970, has a stellar history of catering to the whims of London’s most stylish, introducing the likes of John Galliano and Alexander McQueen to the capital’s shoppers.

Now Browns is entering a new era. Its new CEO, Holli Rogers, has been working her magic for just over a year now, developing a tightly edited stock that boasts over 70 new labels, beginning to redesign Browns’ famously warren-like shops, and creating some shiny new packaging, too, designed in collaboration with former Vogue creative director Robin Derrick.

It’s all part of her strategy to bring the 47 year-old brand stable to the forefront for the next generation of designer fashion addicts – making shopping a fun experience that you might want to share with your friends on Instagram, but without compromising on the traditional boutique-style service that has made Browns a revered name.