The  deal is revealing of Farfetch’s recognition that the fashion business cannot be solely based on the online channels. The company plans to develop and test new innovations in retail technology and omni-channel strategy at Browns, in advance of rolling them out across their online platform.

Farfetch gathers a network of approximately 300 fashion boutiques from around the world into a virtual department store. Users of the online platform can shop online from any member of the store.

Farfetch has become extremely popular with consumers looking for differentiated pieces, not mass production items and unique looks. By positioning their business in this segment, the platform has been a powerful tool for small boutiques to become global.

Founded in 1970 by Joan Burstein the famous London boutique Browns has bought up the design school graduation collections of now worldwide recognized designers including John Galliano and Hussein Chalayan, acting in the luxury retail segment.