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Drapers Top 100 2017 – 47. Holli Rogers, CEO, Browns

Holli Rogers, Browns

The former fashion director of Net-a-Porter is known for her eye-catching outfits and regular presence on street style blogs via the front row of international fashion weeks. However, she is also increasingly carving out a reputation at the helm of iconic London boutique Browns. Having joined the business mid-way through 2015, shortly after it was bought by Farfetch, Rogers has wasted no time in rebooting the business and turning around its fortunes.

Although figures were not released, Browns reported triple-digit growth over 2016 thanks to Rogers’ new strategy. A rethink of its digital proposition, led by Rogers, has reportedly led its online sales to rocket to 70% of the total, from 30% over 2017.

In the biggest development of 2017, Rogers opened Browns’ first bricks-and-mortar store in 20 years. The 4,000 sq ft Browns East opened in October in London’s Shoreditch, and made a splash thanks to its innovative and experiential concept. Referred to as an “augmented retail environment”, it is the first step in parent company Farfetch’s ‘store of the future’ initiative.

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