EXCLUSIVE: Browns, Fred Segal Reinvent the Pop-up on Sunset Boulevard

LONDON — Browns is taking its show on the road and preparing to launch its first retail project outside its home turf in Los Angeles. But in line with its ongoing quest to redefine what luxury means today, Browns’ upcoming L.A. pop-up has a 21st-century spin. In what is a retail first, the famous British boutique is joining forces with Fred Segal and opening a store-in-store in the famed L.A. retailer’s Sunset Boulevard space. This is the next iteration of Browns’ fluid retail “nomad” concept — introduced last year with a new space in East London — and the aim is to keep piquing customers’ curiosities and evolving the shop floor experience. “Everybody’s ideas about what luxury retail should look like have started to shift and I feel that we have to be forbearers of that [evolution],” said Holli Rogers, Browns’ chief executive officer, in an exclusive interview. Partnering with another retailer, instead of competing with them, was a way for Rogers to stay true to the open-minded approach she has been applying  across Browns’ strategy. “The concept of retailer on retailer is an interesting one. I loved the idea because, one, it’s totally unexpected,” she added. “When you’re forging a new path, you don’t necessarily see yourself as

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