NEW SHADE OF BROWNS: After more than 40 years, London retailer Browns is re-branding under its new owner and chief executive officer with a revamp of the logo, packaging, web site and stores on South Molton Street and Sloane Street.

The original Browns logo has been refined, cut in half, and abstracted thanks to Robin Derrick, executive creative director at Spring in London and the former creative director of British Vogue. The new branding will appear across the store and web site as well as on packaging, stationery and swing tags.

Holli Rogers, the ceo, has described the new branding as “a nod to the past but still looking forward.” Rogers, the former fashion director of, took up her role last year while Joan Burstein, who founded the store with her husband Sidney and son Simon 46 years ago, remains honorary chairman.

Browns was acquired by last year and is meant to be a laboratory for new experiments in omnichannel retailing.

On Nov. 14, alongside the revamped logo and packaging, the retailer will also unveil its new web site, which Rogers has given a lighter and more fun tone, with content and layout inspired by social media rather than a magazine.

“Everybody has followed a similar format in terms of the layout of their web site, it’s an online magazine — everybody has that — and I don’t want to do that,” she said in an interview in September.

“The whole idea is that social media has taken a front-row seat, and we are integrating that into the setup and design of the site, and cleaning it up — because I feel like a lot of them have so much stuff.”

Next week, Browns will also unveil an interactive window display and invite customers and members of the press to play a scratch card-inspired game, rubbing out the old branding in order to win items such as a Balenciaga tote or a Kenzo bag.

The windows will reflect the new branding, until the middle of next week when Christmas theme takes over.

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The re-branding comes on the heels of other changes to the business, including the opening of an off-site warehouse and a photo studio, and new hires to its online buying team. Rogers has said the web site and the store need each other, and both needed a serious revamp.

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