Brownie is deepening its footprint in Mexico with a new store at Antara Fashion Hall in Polanco, Mexico City, bringing its renewed, more immersive store concept to one of the capital’s most iconic shopping destinations. The opening adds a fresh chapter to the Barcelona born brand’s international growth, positioning Brownie even closer to its community of Brownie Girls in Latin America.
Brownie lands in Antara Fashion Hall
Antara Fashion Hall (also called Antara Polanco) is an upscale, open air shopping centre in Nuevo Polanco, known for its mix of global fashion brands, design labels, gourmet restaurants and a Cinemex multiplex. Designed by architect Javier Sordo Madaleno and opened in 2006, it spans three levels with around 100 stores, and has become a reference point for luxury and contemporary shopping in Mexico City.
On social media, Brownie announced the opening with the message “Brownie Loves Mexico so we decided to open a new store in Antara. See you there #browniegirls,” underscoring how strategic this location is for building brand awareness and loyalty in the country.
A renewed store concept: warmer and more immersive
The brand describes Antara as the launchpad for its “renewed store concept,” a design approach that reflects Brownie’s evolution and aims to deliver a warmer, more immersive shopping experience. Earlier international openings such as the second store in Andorra already previewed the new image, featuring:
- Soft, Mediterranean inspired materials and neutral tones that echo Brownie’s Barcelona roots.
- Open, home like layouts, where garments, footwear, bags, accessories and the Relove sustainable line are presented together in lifestyle vignettes.
Bringing this concept to Antara allows Brownie to showcase its full universe in a setting that matches the expectations of Mexico City’s fashion conscious, globally connected shoppers.
Mexico in Brownie’s international roadmap
Internationalisation is at the heart of Brownie’s current strategy. By the end of 2022, the brand had reached around 100 points of sale and 70 million euros in revenues, with a physical retail presence in Andorra, Belgium, Chile and Mexico, alongside its core network in Spain and Portugal. A 2024 update notes that Brownie operates 107 stores, including 25 in Mexico, and has also entered Colombia and Israel as part of a broader Latin America and EMEA push.
The Antara opening fits this roadmap by:
- Strengthening Brownie’s presence in a key Latin American market where it already has multiple locations.
- Anchoring the brand in a flagship level site that boosts visibility with both local customers and international visitors.
Bringing the Brownie universe closer to the community
The new store means easier access to Brownie’s full product offer from ready to wear to accessories in a space built to feel friendly, aspirational and social. TikTok clips from Antara Polanco CDMX Brownie show shoppers exploring new seasonal looks and styling ideas in store, underlining the experiential nature of the concept.
By situating this renewed concept in Polanco, Brownie positions itself at the intersection of fashion, lifestyle and community, with the opening message framing it as “a new chapter for Brownie in Mexico, bringing our universe even closer to the community.”
