Flannels opens new flagship store at Gateshead’s Metrocentre

Frasers Group has just opened a new 50,000 sq ft Flannels flagship store at the Metrocentre in Gateshead, bringing a “ground-breaking fashion and beauty experience to the North of England” as the group continues its elevation strategy.

The store boasts an expansive new luxury fashion edit housing a wide portfolio of brands, including Tom Ford, Dolce & Gabbana, Off-White, Marc Jacobs, Vivienne Westwood,Amiri and Palm Angels.

It also features Flannels’ first Burberry and Moncler fragrance counters, and an edit of leading beauty names such as Dior, Chanel, Creed, and Dolce & Gabbana Beauty - which is making its first bricks-and-mortar Flannels debut, revealing a never been seen before design.

The ‘beauty playground” also features Flannels leading ‘Beauty Changing Rooms’ - a space where customers can test and trial products alone, without being observed by other customers or staff. Kylie Cosmetics & Kylie Skin will be taking residency in one of the Beauty Changing Rooms on a permanent basis.

In addition, Flannels Metrocentre will be the first regional store to boast its new home and gifting offering, featuring the likes of Versace, Off-White, Assouline, Jonathan Adler and Pols Potten.

David Epstein, Managing Director of Premium and Luxury at Frasers Group, commented: “As we draw a close to another strong year at Flannels, we’re excited to expand and bring the Flannels luxury experience to Metrocentre. The scale, proposition and brand offering to be discovered at Flannels is unrivalled - with fashion, beauty, and home in one destination.

“This flagship store marks another milestone moment for the business, as we continue to bring the ultimate luxury, fashion and streetwear experience to new audiences.”

At the heart of the beauty hall, the Flannels ‘Beauty Bar’ “comes to life, with an incomparable line-up throughout the year”, including Dolce & Gabbana Beauty and Creed residencies in December.

As brands take centre stage on the Beauty Bar, they will also host masterclasses and one-to-one appointments with “beauty icons” for Metrocentre customers to enjoy, top up their beauty knowledge and “be fully immersed in the brand”.