YNAP's Brennan is new Browns COO as store prepares for tech-focused future

By

Sandra Halliday

Published
Apr 20, 2017

The exchange of executives between luxury’s biggest online names continues with news that Paul Brennan is the new chief operating officer of Browns, the London luxury retailer that is now part of the Farfetch group.

In his new role he reports directly to Browns CEO Holli Rogers, also a former YNAP executive, and he will have day-to-day responsibility for the full range of Browns’ operations from retail to IT, merchandising and finance.

Brennan had previously been deputy post-merger integration and operational excellence director at Yoox Net-A-Porter Group (YNAP) having earlier been merchandising director for the group. He has also held roles at Four Marketing & Media, John Lewis, Ralph Lauren, House of Fraser and Debenhams.

The creation of the COO role for the highly respected exec sees Browns changing its approach to titles as Brennan is largely replacing Christophe Baldy-Moulinier whose title had been managing director. Baldy-Moulinier has now moved on within the Farfetch organisation, running its supply chain and retail operations.

Other senior YNAP figures to join Farfetch in recent periods include Stephanie Phair and Net-A-Porter founder Natalie Massenet.

Brennan’s arrival at Browns, which was in February according to his updated LinkedIn profile, coincides with Farfetch using the pioneering boutique as a testing ground for its tech-focused/omnichannel approach to retail.

This month it unveiled its Store of the Future concept that allows connected customers to browse online and create wishlists while in a physical store, as well as selecting items to try on and paying for them via a mobile app. The Browns London flagship will be test the technology this autumn.