Flannels opens in Birmingham kicking of a 17-store expansion

Flannels has taken the wraps off a new store in Birmingham marking the start of a 17-strong raft of openings for the Frasers Group-owned luxury chain.

The company has said a further two stores will be opened this year with the remainder opening during 2021. The locations have yet to be revealed though Flannels hoardings are in place at a unit formerly occupied by Gap in Kingston upon Thames, South West London.

Located in the Fort Shopping Park, the new Birmingham store covers 12,000sq ft and is the first to feature a Flannels Café & Bar.

The store was once again designed by London and Miami-based Argent whose international projects include luxury residential, super yachts, and private jets as well as upscale retail.

Behind a listed façade, the ground floor features bold prints contrasted with translucent and reflective materials while marble and chevron oak timber flooring is used throughout.

Brands stocked include Balmain, Balenciaga, Off White and Alexander McQueen.

Flannels and Frasers head of elevation Michael Murray said: “After what has been a disruptive year in retail, we are really proud to be in a position to open new locations, including this new retail destination in Birmingham Fort.

“Our next generation of elevated stores offer customers the biggest brands in luxury fashion and contemporary streetwear all under one roof.

“Our commitment to retail spaces doesn’t stop here, Flannels is set to open another two
locations before the end of year.

“2021 will see a huge investment to the high-street, with over 15 new stores
set to open across the country.”

Flannels now operates more than 40 stores and last year opened a £10 million flagship store on London’s Oxford Street. Its largest store to date was opened last December in a former House of Fraser site in Belfast.