Flannels introduces HiiCLUB to Leeds flagship ‘bridging the gap between fashion and fitness’

Flannels has today unveiled a new 5,000 sq ft studio space in partnership with “premium training and recovery experience” HiiCLUB at its Leeds flagship store at 115-126 Briggate.

The opening marks the latest move in Flannels’ mission to reimagine retail as an experiential, lifestyle-led environment, while underscoring its growing influence in the premium active and wellness category.

Set within the Active floor - a dedicated level of the Leeds flagship designed for performance, recovery and style - HiiCLUB joins a “fitness brand community” that includes Vuori, On, Lululemon, Boss Green, Represent 247 and a newly opened 18montrose shop-in-shop.

With a boutique-hotel aesthetic and comprehensive programming, HiiCLUB offers everything from Reformer Pilates to high intensity training and both hot and cold recovery, with unlimited classes for members, described as “a major differentiator from traditional health clubs”, which often cap reformer sessions.

Lauren Barrie, Group Head of Retail at Frasers Group, said: “Introducing HiiCLUB to our Flannels Leeds flagship allows us to offer a wellness experience that sits naturally alongside our active and fashion brands. It’s a meaningful addition for the local community and reflects our ongoing investment in the North, where Flannels’ story started.

“HiiCLUB Leeds represents a new kind of destination for our customers, one that brings retail, performance and wellbeing together in a way that feels authentic and relevant.”

Josh Rose, co-founder of HiiCLUB, added: “Bridging the gap between fashion, lifestyle and fitness feels completely natural to us as a brand, and I’m genuinely excited about what’s ahead.

“There’s nothing we love more than bringing our community together through brand events and meaningful collaborations. By working with Flannels in this way, we can really amplify these moments and give our customers the best possible experience.”

Leeds marks HiiCLUB’s second location and the first within a Flannels store, following its successful Newcastle debut 15 months ago. For Josh Rose - a former Leeds Tykes rugby player and proud Yorkshire native – the Flannels launch represents both a homecoming and a pivotal step in expanding HiiCLUB’s footprint in the North.

Flannels unveiled its "league of its own" 70,000 sq ft Leeds flagship in October 2024, in what was the former Debenhams site.

Set over six floors, it was the sixth Flannels flagship to open, joining London, Liverpool, Leicester, Sheffield and Newcastle, as the retailer “redefines the next generation of luxury retail”.