Flannels expansion ramps up with three new flagship stores in 2021

Luxury designer retailer Flannels, owned by Frasers Group, will open three new flagship stores, including a 120,000sq ft unit in the heart of Liverpool, as well as stores in Sheffield and Leicester, in 2021.

Spearheaded by Frasers Group’s Head of Elevation, Michael Murray, the new openings are part of an aggressive regional expansion that will see the opening of up to fifteen Flannels flagship stores in the next five years, in addition to roll-out plans for its elevated “regional boutiques.”

Now with 40 stores open across the UK, including the national flagship on London’s Oxford Street, Flannels is cementing its position at the forefront of contemporary fashion retail in the face of the continuing coronavirus pandemic. It opened a new 12,000 sq ft store in Birmingham in October, 2020.

The new Liverpool flagship in Parker Street, set to open in autumn 2021, will take the current Owen Owen building. It will be set over seven floors, featuring an all-new beauty destination, a rooftop restaurant and an entire floor dedicated to leisure, activewear and high-performance sportswear – even including a “trailblazing” fitness studio.

Murray said: “We recognise Liverpool as a powerhouse of culture and style - it’s a symbiotic home for Flannels. While the idea of the ‘regional divide’ is dead, we recognise that communities are welcoming exciting, much-needed additions to their high streets with open arms.

“Liverpool is the fifth largest retail centre in the country and, in our opinion, underserved. We’ll be the first and only multi category destination to mark the city. The market has an unmatched appetite for the type of luxury we do best. We’re incredibly excited to deliver a world-class experience to the city and have no doubts on the success of our strategy.”

Flannels will also open sites in Sheffield Meadowhall and Leicester's Fosse Park in 2021. Each state-of-the-art store will be upwards 30,000 sq ft of trading space and will offer a beauty hall, luxury and contemporary ready-to-wear concepts, active destinations and restaurant offerings.

The new “next generation” flagship stores will be designed by architects Argent, specialists in luxury design.