Experience and experiment: the changing nature of the flagship

Flagship stores have taken on an increasingly large role in a brand’s commercial strategy in recent years as they try to win back customers from online shopping

“Our flagship has always been at the heart of Heal’s, and is symbolic of the significant role that bricks and mortar has played in our centuries-long heritage. From the flagship, our predecessors have worked not only through evolving design and retail trends, but through key moments in modern history, having witnessed the reign of 10 monarchs, three turns of the century, and two world wars.

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