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Flannels has opened the doors to its first store in Liverpool today (23 June), bringing its fashion beauty and wellness experience to the North of England and marking the biggest investment through any Flannels (and Frasers Group plc) store yet.
Set across seven floors and 120,000 square feet, the flagship boasts a beauty hall, four food and beverage destinations, a world-first Barry’s Bootcamp, a ‘tweakments’ destination courtesy of celebrity-approved Dr. Esho, and a roof terrace with views of the city.
The store offers an “unrivalled” Balenciaga edit, and Loewe making its debut in retail up north, as well as a Christian Louboutin edit and exclusive pop-up spaces with brands such as Burberry and Off-White.
Flannels Liverpool has also become Mugler’s sole stockist in the North of England, and it also adds new labels to its roster, with Jacquemus bringing his “signature joie de vivre” to the shelves.
Michael Murray, Frasers Group’s chief executive, said: “This is a milestone moment for our business. The scale, service proposition and brand offering to be discovered at Flannels Liverpool is truly in a league of its own – I can’t wait for our customers to see it.
“With the opening of each of these experience-orientated flagships, we’re doubling down on our commitment to ‘new luxury’, on our understanding of youth culture, and on the valued proposition we give to brands: access to untapped audiences.”
Jack Bridges, Flannels creative consultant and partner at luxury designers Argent, added: “For Flannels Liverpool, we wanted to create the most unique store to date. The concept was always to curate a store that was pushing the boundaries of any other in the UK – to be a playground for luxury.
“Our beauty hall, which is now our biggest pursuit into the market, is unlike any other store in the world – we wanted to ensure that we could create an ultra-modern visual identity that brings beauty into the spotlight as only Flannels Beauty can. From the outside, we have ensured that key details were restored from this beautiful ‘late Georgian architecture’.”
