Flannels
Luxury British multi-brand retailer Flannels, owned by Sports Direct, has opened a 1 670sqm flagship boutique and concept space on London's Oxford Street. This is the retailer's 45th location in the UK and it introduces a new design concept that creates a dynamic and luxurious space to allow Flannels to tell its story and the story of its brands. The new luxury "department store" shows off what Mike Ashley, CEO of Sports Direct, initially envisioned to be the future of high-end department store House of Fraser.
The flagship spans four floors and houses a curated mix of men's and women's luxury designer clothing and accessories, featuring catwalk collections to the latest streetwear drops, from emerging designers and luxury's biggest names including Balmain, Burberry, Ganni, Gucci, Off-White, Versace and Vetements.
The new store has a unique concept floor that hosts a range of services and experiences with permanent and guest collaborators and concessions set to include luxury sneaker customisation, sneaker re-selling, curated watch edits, technology and high- end homeware, creating a lifestyle destination and a place of discovery. In addition, exclusive product drops in collaboration with luxury labels will drop throughout the season, with the aim of offering shoppers truly unique products, only available at Flannels.
The dedicated concept space houses a changing line-up of immersive experiences and events, alongside interactive store elements including art installations, while on the exterior there is a three-storey curtain walling of 4K digital screens which hosts W1Curates, one of the world's biggest permanent digital public art installations, as the flagship aims to become a "theatrical retail destination" for London.
Flannels London Oxford Street also debuts the brand's 'Style and Collect' service, enabling a luxury shopping experience on and offline by marrying the convenience of click and collect, with the store's premium shopping environment. Shoppers can purchase online and have their order delivered to the London store, where their pieces will be ready to try on in its luxury changing suites, with assistance from the brand's fashion advisors. Visitors will also have access to one to one appointments, providing edits of the latest collections tailored to each customer.
161-167 Oxford Street
Oxford Street, London