Frasers Group Plc open doors to FLANNELS Sheffield, as the next-generation luxury retailer continues to disrupt the British retail landscape. A uniquely impressive success story amidst a turbulent UK High Street, FLANNELS aim to open a further 10 flagship stores across the coming decade – many due to be unveiled before 2025. The opening of the FLANNELS Sheffield store marks the biggest luxury retail investment to date in the city, upwards of £10million.
The opening of FLANNELS’ first flagship store in Sheffield marks a pivotal moment for the business, bringing the most digitally-enabled store to the North as well as a significant investment in Sheffield city via the signing of a fifteen-year lease. FLANNELS continues in its commitment to confident investment in retail, bringing to life a vibrant and significant strategy across the UK and delivering a world-class experience to key cities and luxury consumers. It also symbolises the beginning of a bold new category-led chapter for FLANNELS with the unveiling of FLANNELS Beauty, a new store design concept, the introduction of an ever-evolving roster of fashion labels, alongside a world class food and beverage offering opening at the end of the summer.
Michael Murray, FLANNELS’ Group Head of Elevation, comments: “Opening the first of our new flagships in Sheffield boldly marks the new heights we’re reaching as part of our elevation strategy. We’re confident that we are introducing a truly world-class offering to Sheffield, and a beauty concept that disrupts the traditional. Continually ripping up the rule book and looking at retail spaces in a different way, this store will be the go-to luxury destination in the North.”
FLANNELS Beauty in Sheffield signifies the company’s major and long-term investment into the category and illustrates the business’ commitment to bringing world-class experiences to audiences across the UK, in stark contrast to the London-centric strategy employed by department stores for hundreds of years. FLANNELS Beauty is based around a modern understanding of how consumers engage with beauty – across multiple brands, price points, and a unique mix of heritage, challenger, exclusive and pharmacy brands. Alongside product, the store will also contain world-first cosmetic features to take beauty retail to the next level. FLANNELS Beauty flagships will be home to the world’s first Beauty Changing Rooms: interactive, digitally-connected private spaces designed to test, trial and play – and at the first-of-its-kind FLANNELS Beauty Bar, the latest ‘menu’ of trends, products and exclusive beauty collaborations.
Jack Bridges, FLANNELS’ Creative Consultant and partner at luxury designers Argent, notes: “Sheffield marks the beginning of a concept we’ve been working intensively on for years – we’re incredibly excited to open the doors. With each new flagship, FLANNELS is looking to disrupt the city it exists within – whilst remaining flexible, agile and forward-thinking. Each store is different, with unique concepts and design features created exclusively for each new location. Gone are the days of static shopping environments; next-gen shoppers want fluidity and momentum. Walk into any FLANNELS store around the country and you’ll get just that: a vibrant, engaging experience.”
With over 50 stores now open across the UK, including a national flagship on London’s Oxford Street, FLANNELS has cemented its position at the forefront of fashion retail. FLANNELS continue to disrupt the British High Street with the business’ new strategy, spearheaded by Group Head of Elevation Michael Murray seeing the opening of trail-blazing flagship stores alongside FLANNELS’ roll-out plans for its elevated ‘regional boutiques’. These flagships will be designed by luxury architects Argent, the team behind the business’ elevated boutique portfolio.
The opening of the Sheffield store takes place in tandem with the evolution and expansion of FLANNELS’ fashion offering, as the retailer further bolsters its luxury proposition and moves deeper into the Contemporary space. The uniquely ambitious, progressive fashion edit disregards the outdated notion, and brings new emerging names that currently only exist within the capital. FLANNELS Sheffield brings some of the fashion world’s most coveted avant-garde labels to the city of Sheffield, including Off-White, Saint Laurent, Fear of God and Talentless. The store will also host an all-new 18 Montrose concept space centred around a modern ‘hype edit’, the best of streetwear and exclusive collaborations.
Following Sheffield, FLANNELS will open two new flagships stores – Leicester and Liverpool. The Liverpool opening is the first large-scale multi-brand luxury destination in the city. Situated on the iconic Parker Street, and set over 120,000 sq. ft, the FLANNELS’ site will take over the much-loved and pre-existing ‘Owen Owen’ building. Over seven floors, the Liverpool store will feature an expansive beauty destination, a rooftop restaurant and, tapping into the thriving trend for wellness, an entire floor will be dedicated to leisure, activewear and high-performance sportswear. This ‘World of Active’ conceptual space will also include a trailblazing fitness studio. Alongside the opening of these flagships, FLANNELS will continue to invest in elevating their existing store portfolio as well as continuing the roll out of regional boutiques across the UK.