In yet a further demonstration of the economic might of online retail businesses - and contemporaneously, the ongoing allure of a bricks-and-mortar store’s public profile and offer of a shopping experience not equated by a digital transaction - global online retailer Farfetch has acquired iconic London boutique Browns. When news broke of the sale overnight, it reverberated in fashion press around the world for its seemingly obvious David and Goliath allusions.

But on closer inspection, the sale seems one that’s rather perfectly made. While its physical footprint is relatively small, Browns has, for more than four decades, punched well above its weight in influence, its founder, Joan Burstein, having a sharp eye for new talent (she famously supported Alexander McQueen and John Galliano at the beginning of their respective careers). And while Farfetch was only founded in 2008, by Portuguese entrepreneur Jose Neves, and now boasts a company value of US $1 billion, it operates essentially as an online shopping centre, hosting the digital transactions for some 300 of the world’s best independent designer boutiques and thus taking a small cut from their sales and freeing the retailers of the costly and time-consuming web development and management.

As part of the acquirement, Farfetch will evolve Browns’ online presence while continuing to support its retail store. As Mr Neves asks: “How will people shop for luxury fashion five or ten years into the future? This won’t be purely online. The answer, we believe, will be a seamless merge of a fantastic physical experience with powerful yet subtle technology.” Perhaps a perfect partnership, after all.