Joe Browns to launch on Ideal World shopping channel

Lifestyle retailer Joe Browns said on Thursday that it has added a new distribution channel and will be appearing on the Ideal World shopping channel from September 13.


Joe Browns/Ideal World

The partnership should introduce the brand into millions more UK homes with Ideal Shopping Direct Limited being one of the UK’s top multi-channel home shopping retailers, selling via TV channels and the internet.

The Joe Browns offer that it’s carrying will be fairly expansive with a selection of 188 of the brand’s items, of which 16 will feature on the first live show, airing between 15:00 and 17:00 on Friday.

The company has an inclusive approach to the channels it’s available in having started as a mail order brand in 1998, later moving into web sales and then opening its own stores. Its first store debuted in 2017 and it opened a second in the summer.

This has helped it turn in impressive growth in recent years with a succession of double-digit sales advances. 

Jamie Martin, Chief Executive of Ideal Shopping Direct, said: “Apart from having a personal admiration of Joe Browns products and their story so far, I feel that our customers will really benefit from having Joe Browns range of clothes and homeware goods showcased to them on our new high definition platform. “We’ve invested in a bespoke set for Joe Browns as their distinct and unique style is one that we wanted to immerse our viewers in.”

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