In this episode, Abby speaks to Simon Brown, the founder of Joe Brown’s, where he shares his journey of building a successful lifestyle brand.

Initially, Simon worked in menswear design for major high street stores but became disillusioned. The inspiration for Joe Brown’s came during a holiday in Wales, where he observed carefree twenty-somethings exuding happiness and freedom.

Simon discusses how the brand evolved from initially selling fast motorbikes, parachuting experiences, and men’s clothing to focusing more on ladies’ wear after bringing in an investor, Howard Seton, who invested £100,000. The business turned around from losses to profits after this pivot.

The brand’s core values center around being ‘remarkable’ – from customer service to product quality. Simon emphasizes the importance of working with people he likes and maintaining brand authenticity. The business expanded through partnerships with major retailers like Next, Freeman’s, and Otto Group.

Simon shares insights about brand development, including the creation of brand bibles, the importance of visual identity, and maintaining consistency across all customer touchpoints. The company has adapted to changing times, moving from catalog-based marketing to incorporating social media while maintaining its core brand essence of joy and freedom.