Browns rewards star buyers with key roles in women's and menswear

By

Sandra Halliday

Published
Apr 2, 2019

Farfetch-owned luxury retailer Browns has made some important changes to its buying team, announcing the promotion of two insiders. Ida Petersson is taking on the key role of Buying Director for both its womenswear and menswear operations. She previously covered only womenswear and is an ex-Net-A-Porter Buying Manager. Meanwhile Dean Cook is the new Head of Menswear Buying. He had been Menswear Buying Manager.

In addition to this, Hollie Harding will step up to the role of Womenswear Buying Manager of Non-Apparel. And that’s not the end of it, with the company saying further appointments are to be announced shortly. 

Browns said that both Petersson and Cook have "grown their departments to ensure Browns is the destination for hot products.” It added that its womenswear “has seen significant growth with the addition of a number of new brands particularly across non-apparel, next generation and fine jewellery.”

And menswear hasn’t been neglected, having grown to account for over 30% of the overall Browns business. That’s a significant milestone for the category. Browns has always sold menswear going back to its earliest days but it has been best known for its women’s offer. With menswear heading towards a third of the total business, it reflects the growing importance of the category to the luxury sector.

Holli Rogers, CEO of Browns and Chief Fashion Officer of Farfetch said of the two appointments: “Ida has done a stellar job since she joined the business more than two-and-a-half years ago, developing a number of partnerships that have positioned Browns as an industry leader. Alongside this, Dean who was my first hire when joining Browns, continues to develop the menswear offering with his own personal style and has enabled significant growth across all categories.”