Frasers to introduce luxury homeware to Flannels via Amara buy
Frasers Group has made its second acquisition in as many weeks, snapping up online homewares retailer Amara for an undisclosed sum – Frasers will position it as a homeware offering to sit alongside its luxury fashion business Flannels.
The purchase of the multibrand retailer, which stocks high end homeware brands such as Missoni Home, Versace Home, Fornasetti and Tom Dixon, comes a week after Frasers added Savile Row tailor Gieves & Hawkes to its portfolio.
Amara was founded by husband and wife team Sam and Andrew Hood, initially as an independent store, in 2005. In 2008 it focused on its online business and went on to open a raft of international websites. It launched its own label collection in 2016.
Announcing the news Frasers CEO Michael Murray said: "I am pleased to announce, we have acquired Amara.com, a leading online platform for luxury global homeware brands.
"This acquisition will build on our ambitions to create a credible homeware destination for FLANNELS."
Flannels has been rapidly expanding and recently announced it would be opening a further three stores in 2023 in Leeds, Cardiff and Gateshead’s Metrocentre. Major openings this year have included new stores in Liverpool, Preston Braehead in Glasgow and the Republic of Ireland.
Frasers has been positioning Flannels as a mini luxury department store introducing beauty departments and an in-store dining and other experiences. The new Liverpool store offers "tweakments" from Dr Esho and a Barry's Bootcamp fitness area.