Shane Murphy has the rather unique job of being a doorman at Brown Thomas. He loves his role because it provides him with the chance to interact with customers, learn the details of their personal lives, and watch their youngsters grow up and eventually become customers themselves. This rich bond begins with just a simple greeting and a smile. That’s enough, he declares, to transform a person’s day. Murphy finds great satisfaction in seeing customers leave the store with a wider grin, perhaps carrying a present for someone or attire for a special occassion.
He is overly fond of the festive season, stating that their Christmas spirit is unparalleled and Grafton Street is full of vibrant energy. It makes him happy to observe families sharing the joy whilst viewing the beautifully decorated windows, showcasing a classic tradition that plays a key role in their holiday shopping experience. He mentions his popularity among tourists for photographs as retail store doormen are gradually becoming a rare spectacle. However, he believes this service is crucial in offering customers a personalised warm welcome which sets the tone for what they can anticipate when they shop at Brown Thomas.
In her role serving as creative and marketing director, Ciara Crilly describes starting at Brown Thomas in 1998, coinciding with the initial opening of the BT2 store. It is a job she has aspired to since her childhood. As a young girl, she would accompany her mother every Saturday to Brown Thomas to explore and admire window displays, often waiting in the changing rooms while her mother tried on outfits. This clearly fueled her passion both for fashion and Brown Thomas. She laughed as she remembered telling an employee when she was just seven years old that she would join the workforce there when she came of age.
Crilly recalls the release of Anya Hindmarch’s ‘I am not a plastic bag’ in 2007 as a significant moment that spearheaded the sustainability initiative. She recounts the eagerness of customers who lined up around the block for it. She mentions the recent initiation of the Trinny London brand that attracted a similar queue of enthusiastic customers.
Observing photos of Grace Kelly exiting our shop during our 175th anniversary exhibition was a fantastic experience. Along the years, iconic figures like Victoria Beckham and her daughter Harper, who took her first public steps in our store, and Michael Bublé, who switched on our Christmas lights, have graced our store. This rich history fills me with immense pride and gratitude. As the CEO of Brown Thomas Arnotts, I have the pleasure of being part of these memorable moments.
My journey, both personal and professional, has been intricately tied with the world of fashion and retail. My early years were spent deeply embedded in the clothing industry, due in large part to my father who, during the 1980s and 90s, was an employer to 140 individuals at his premises in the heart of Dublin on Moore Lane.
The hands-on experience I gained working in fashion shops on Dublin’s Henry Street, including Gaywear, later rebranded to A/wear, is invaluable. Owned by Brown Thomas, this was where I took my first steps into the retail world at the tender age of 15. This significant experience fuelled my enthusiasm for the fashion industry. Concurrently pursuing an accountancy degree, I maintained a part-time job, shifted to a managerial training programme at A/wear and ascended the ladder to become a buyer.
An entrepreneurial yearning later led my wife Theresa and I, both former A/wear employees, to establish our fashion wholesale and retail enterprise. We set up 14 independent stores, providing supplies to main fashion outlets in Ireland until we sold the business to establish an online platform.
I came back to Brown Thomas in 2015 to join the Selfridges Group for the Arnotts acquisition, following which I took up the CEO position at Arnotts. Our initial vision was to merge Brown Thomas and Arnotts into a single business entity, whilst maintaining the unique heritage of each brand. With great sensitivity towards both legacies, we combined the businesses, incorporated systems and features, and most importantly, united the teams of both brands. The result was the BTA team, which I am extremely proud of.
Some might consider my progression to the position of Managing Director, and now CEO, of Brown Thomas Arnotts as a role reversal. However, I believe it’s the start of an exhilarating new phase in my life.
Brown Thomas is universally admired and respected for its high standards in retail and luxury, not only in its homeland, Ireland, but also across global shopping hotspots such as London, New York, and Paris. What sets it apart, though, is its unique Irish culture and identity – the characteristic warmth, approachability and helpfulness that we’re known for.
Our team’s passion fuels their constant drive to bring the best to our customers by travelling to various markets, staying on top of trends, and engaging with up-and-coming designers and brands. This commitment ensures Brown Thomas continually offers unique and relevant products and experiences to customers.
The landscape of fashion and beauty has changed dramatically in the 175 years since Brown Thomas first opened its doors – as have the streets it stands on. However, the cornerstone of our successful retail business remains our unwavering dedication to providing exceptional customer experiences. We are unwearied in our quest to elevate the way our customers engage with our brand, perpetually redefining and innovating to deliver the remarkable.
This reimagining of retail is intrinsic to our vision. It was markedly showcased in 2022 with the inauguration of Brown Thomas Dundrum. Designed with a laser focus on customer experience and innovative services, the store triumphantly earned a spot in the top 10 ‘Innovative Retail Stores Globally’ at the IGDS World Department Store Awards in Dubai.
Advancements in technology have triggered changes in our customers’ shopping habits. As such, we’ve invested significantly in a seamless omnichannel service for convenience. Our freshly launched, award-winning Encore App enhances the Brown Thomas customer journey with features that give customers instant access to services, shopping, and exclusive rewards.
The digital footprint of Brown Thomas and Arnotts has doubled in just the past three years. But regardless of how customers choose to interact with us, the signature in-store experience with Brown Thomas remains unmatched – a fact which is part of our unique heritage.
We hear countless stories from friends, customers, and even strangers about memorable moments they’ve had at Brown Thomas – be it buying a special item or making a family visit to our Christmas windows a tradition. Such experiences highlight the lasting influence and legacy of Brown Thomas, an impact that we aim to uphold for future generations.
Celebrating a momentous 175-year milestone, Brown Thomas teeters on the brink of an exciting future. Fueled by a tenacious commitment to revolutionise retail and provide exceptional customer service, the next stage in the remarkable journey of Brown Thomas is keenly awaited.
Rebecca Kerr, a personal shopper, shares her journey which started right after her school days and spanned eight years. She served at BT2 in Dundrum before transitioning to Grafton Street three years prior. From assisting customers with event wardrobe selections to offering wardrobe revamps and gift suggestions, the service she delivers is wide-ranging and tailored to different customer demographics. She fondly recalls assisting an 89-year-old lady in sprucing up her wardrobe.
Kerr deeply values the bond she forms with regular patrons and the understanding of their taste and preferences. She also relishes the opportunity of working with new clients. Once the client shares their dimensions, style preferences and favourite labels, she meticulously prepares a room to match their requirements. She takes pride in her work at the spacious, comfy rooms where customers, often apprehensive initially, leave gleaming with contentment with their chosen attires. Reflecting on the seismic shift in fashion trends during the pandemic, Kerr observed a sweeping demand for athleisure and a change in people’s shopping patterns, with an emphasis on quality over quantity and a drive to add wardrobe essentials.
Joe Savage, Brown Thomas Dundrum’s General Manager, has witnessed the digital transformation firsthand. Starting as a men’s wear manager and ascending to the top over the duration of his 10-year tenure, Savage has seen a significant evolution in the customer’s shopping behaviour. eCommerce, non-existent a decade ago, now plays a crucial role, with Gen Z customers coming in well-informed about brands and products, demanding quick access to the latest and most popular collections.
The company responded to this shift in customer demand by launching Planet Beauty in Dundrum. Planet Beauty, which showcases niche and popular brands trending on platforms like TikTok, has been so successful that it has been introduced across all the Brown Thomas outlets.
I take immense pride in being a part of Brown Thomas’s workforce, and it’s a feeling shared by not only my wife and children, but also my parents. It’s a testament to the cultural significance of this organisation. It also presents the chance to interact with remarkable individuals. My spouse, for instance, greatly admires Victoria Beckham. During her visit in 2017, I had the honor of assisting her with her luggage as we entered the store. Although it didn’t garner media attention, it filled my wife with a great sense of pride, tinged with a hint of envy.