Flannels opens a new flagship store
What: Frasers Group unveiled its latest big development, the new branch of Flannels in Sheffield.
Why is it important: Willing to open 10 more flagship stores in the coming decade, the Group is one of the most active British retailers as far as brick and mortar development is concerned.
The new branch of Flannels in Sheffield is claimed to be "the biggest luxury retail investment in the city to date, with the signing of a 15-year lease. The store covers 55,000 sq ft with women's and men's ready to wear and accessories, kidswear, activewear and — for the first time — beauty. The new concept, Flannels Beauty, is based around "a modern understanding of how consumers engage with beauty – across multiple brands, price points, and a unique mix of heritage, challenger, exclusive and pharmacy brands".
The company said it's "the most digitally-enabled store in the North of England" and it added that it's "rebelling against traditional 'beauty hall' models and introducing new services including the world's first Beauty Changing Rooms concept, featuring an interactive, digitally-connected private space "designed to test, trial and play".
When it comes to fashion, the retailer said it has moved "deeper into the contemporary space" and also brings labels to the city, including Off-White, Saint Laurent, Fear of God and Talentless.
In the short term following Sheffield, the group will open two new flagships, in Leicester and Liverpool. The Liverpool opening will be the first large-scale multi-brand luxury destination in the city. Over seven floors, the Liverpool store will feature an "expansive" beauty destination, a rooftop restaurant and an entire floor dedicated to leisure, activewear and high-performance sportswear. This 'World of Active' conceptual space will also include a "trailblazing" fitness studio.
The chain now numbers 50 UK stores, including an Oxford Street, London flagship, and the regional flagships of which the new Sheffield store is one.