Proud to be part of it: The people behind Brown Thomas

Shane Murphy, doorman

The best thing about being the doorman at Brown Thomas is the people. You get to know them, hear about their lives, see their children grow up and then come in with their own children. It’s such a unique and special connection because it all starts with a hello and a smile. That’s all it takes to change someone’s day – a hello and a smile.

And then to see a bigger smile when they’re on the way back out the door with their shopping, maybe a gift for someone or an outfit for a wedding – that’s when you know you’ve really made a difference.

My favourite time of year is Christmas. Nowhere does Christmas like us and the atmosphere on Grafton Street is electric. The best part is when you see families coming in to see the windows and seeing the excitement on their faces as they take in all the details. It’s such a tradition for so many people and is an essential stop in their Christmas shopping.

I get a lot of requests for photos from tourists as doormen at retailers are a bit of a novelty these days, but it’s such an important part of our customer experience. It’s that special, personal welcome that sets the whole tone for what you can expect when you shop with us.

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Ciara Crilly, creative and marketing director

I started in Brown Thomas in 1998, when the BT2 store first opened. I always wanted to work here. When I was a child Brown Thomas was where my mum and I came every Saturday, to browse and window shop. I’d sit in the dressingroom while Mum tried on clothes. She’s who I got my love of fashion from, and of Brown Thomas. When I was seven I told a staff member I was going to work here too when I grew up.

One of the biggest events I remember was the launch of the Anya Hindmarch ‘I am not a plastic bag’ bag, in 2007, which marked the start of that whole move to sustainability. People queued around the corner for it. Recently we had the launch of the Trinny London brand, and people were queuing for that too.

When we went through our archive for our 175th anniversary exhibition I saw photos of Grace Kelly coming out of the store with her Brown Thomas bag. In my time I’ve met Victoria Beckham. Pictures of her daughter Harper taking her first steps in public in the store went viral. And Michael Bublé turned on our Christmas lights. It’s 175 years of all those moments. I feel very blessed and proud to be part of it.

Donald McDonald, CEO, Brown Thomas Arnotts

Fashion and retail have always been intertwined with my personal and professional journey. Growing up, I was immersed in the rag trade; my father employed 140 people in a premises on Moore Lane in the centre of Dublin in the late 1980s and 90s.

Working whenever needed, I gained first-hand experience, rolling racks of clothing to the fashion stores on Henry Street, one of which was Gaywear, later known as A/wear, which was owned by Brown Thomas. At age 15, I started working for Gaywear myself. It was a formative experience that further ignited my passion for the industry. While studying in accountancy, I continued to work part-time, eventually transitioning to a management training programme at A/wear and working my way up to become a buyer.

However, the entrepreneurial spirit beckoned, leading my wife Theresa, who also worked for A/wear, and I to venture into our own fashion wholesale and retail business. Together we established 14 stand-alone stores and became suppliers to the main fashion outlets across Ireland, before selling the business to set up an online platform.

In 2015 I returned to Brown Thomas, joining the Selfridges Group for the acquisition of Arnotts, and then assumed the role of chief executive of Arnotts.

From the outset, our vision was to merge the two brands into a unified business entity, simultaneously ensuring that the distinctiveness and rich heritage of each brand was preserved. With the utmost respect for each legacy, we set about joining the two businesses, amalgamating systems and functions, and, most significantly, bringing together the Brown Thomas and Arnotts teams. It was a journey of integration and collaboration that resulted in one BTA team, that I am very proud of.

Some may have perceived my transition to the role of managing director, and now CEO, of Brown Thomas Arnotts, as a full-circle moment; I view it as just the beginning of an exciting new chapter.

Brown Thomas has always been admired for its standards of retail and luxury, respected not just in Ireland but alongside the world’s foremost shopping destinations in London, Paris, and New York. Yet, what truly distinguishes us is our unique Irish identity and culture; the warm welcome, the friendly smile and helping hand – that is what sets us apart.

Our team are passionate and always driving forward, travelling to markets, researching trends, meeting emerging designers and brands to deliver the very best products and unparalleled experiences to our customer. This dedication ensures that we continue to offer our customers a unique and relevant selection of products and experiences.

Since Brown Thomas first opened its doors 175 years ago, much has evolved – from the fashion and beauty trends to the very streets themselves. Still, at the heart of a successful retail business lies the unwavering commitment to delivering exceptional customer experiences. We are continuously challenging ourselves to enhance how our customers experience our brand, constantly reimagining and reinventing to deliver the extraordinary.

Our vision to reinvent retail guides us in this pursuit. This commitment to innovation was evident in 2022 when we unveiled Brown Thomas Dundrum, designed with a keen focus on customer experience and innovative service offerings. The store’s resounding success was underscored by its recognition as one of the top 10 innovative retail stores globally at the IGDS World Department Store Awards in Dubai last October.

With the evolution of technology, our customers’ shopping preferences and behaviours have also evolved. Continuous investment to provide a fully optimised omnichannel service offers convenience. Our recently launched, award-winning Encore App delivers a consistent customer journey that is uniquely Brown Thomas, with additional functionalities that allow customers to access services, shopping, and exclusive benefits at their fingertips.

Our digital footprint has seen remarkable growth, with Brown Thomas and Arnotts’ digital business doubling in the past three years alone. However, the in-store, in-person experience that is distinctively Brown Thomas remains for our customers unrivalled, regardless of how they choose to shop, browse and discover; it is part of our unique heritage.

Friends, customers and strangers often share stories of special moments they experienced, from the purchase of a special item to a family tradition to visit the Christmas windows. These experiences and stories are testament to the enduring legacy that Brown Thomas has had and will continue to have for generations to come.

As we celebrate 175 years, we stand poised at the face of a promising future. With optimism, a steadfast dedication to reinvent retail and deliver extraordinary customer experiences, we eagerly anticipate the next chapter of Brown Thomas’s storied legacy.

Rebecca Kerr, personal shopper

I joined Brown Thomas from school eight years ago and worked in BT2 in Dundrum before coming to work in Grafton Street three years ago.

We provide a service that can include anything from helping someone find an outfit for an event, to doing a wardrobe update, to finding a gift for someone.

All kinds of customers use our service, from parents bringing their 12-year-old in for a Confirmation outfit to much older people., Yesterday, I helped an 89-year-old woman refresh her wardrobe.

I love working with my regulars because I get to know them and what they like, and you form a relationship with them. But I love working with new clients too. People get in touch and we ask them for sizing information and the styling preferences they have and maybe labels or brands they like and we prepare a room for them.

We have five rooms, they’re lovely and spacious and it’s a nice, relaxed environment. Often people might come in feeling a little insecure so I love when they leave happy with their outfit.

I’ve seen loads of fashion changes over the years. During the pandemic we saw a surge in demand for athleisure. Since then people have changed the way they shop, buying less but better and looking to incorporate staple pieces to their wardrobe.

Joe Savage, general manager, Brown Thomas Dundrum

I’ve been in this position since the store opened in Dundrum, and with Brown Thomas for 10 years. I started out as men’s wear manager and worked my way up.

The biggest change I’ve seen has been the growth of digital. Ecommerce just didn’t exist for us 10 years ago. Now we see the Gen Z customers coming in knowing all about the brands and the products and not looking for information from us. We’ve had to respond by being sharper about getting all the hottest brands in.

Dundrum was the first to launch Planet Beauty as part of that, featuring all the niche and cult brands trending on TikTok. It’s been such a huge success that we’ve rolled it out across all our stores.

I’m really proud to work in Brown Thomas and the pride that my wife, kids and parents feel about me working here too shows just what a cultural icon it is. You also get to meet great people. My wife is a huge fan of Victoria Beckham and when she was here in 2017 I carried her suitcase into the store for her. It didn’t quite make the papers but my wife was very proud – and a bit jealous.