Flannels opens Leicester regional flagship

By

Sandra Halliday

Published
Aug 26, 2021

Flannels, the high-end fashion and beauty retailer owned by Frasers Group, on Thursday opened the doors of its second regional flagship, in Leicester.

The three-storey, 35,000 sq ft location claims to offer “world-class brand edits rarely available outside of London, across women’s and men’s ready-to-wear and accessories and beauty”.

The opening is another sign of the belief that Frasers has in physical retail and this has made it one of the most active groups as far as store openings are concerned in recent periods. It has been opening new and revamped locations even as many of its retail peers have retreated from physical locations. 

The ‘new’ store actually expands its existing presence in Leicester’s Fosse Park with a major rebuild and transformation that adds the firm’s “unique Beauty Changing Rooms and leading Beauty Bar concept”.

The new store also features a three-storey staircase with a backdrop of a 10-metre high mirror that “allows for a fluid customer journey as they navigate all areas of the store”.

The opening is part of a programme that will see the company adding a further 10 flagships in the next five years. 

Frasers has been on a general elevation drive in recent years, upgrading its Sports Direct chain, adding more upscale Frasers department stores and expanding the Flannels concept to be a major player in British luxury fashion retail (and more recently, in premium beauty retail as well).

Michael Murray, Flannels’ Group Head of Elevation (and also CEO designate of Frasers Group, ready for when current Chief Executive Mike Ashley steps down next year), said: “Building on the momentum following our first regional flagship in Sheffield last month, we’re proud to open our next in Leicester. Flannels continues to disrupt and rethink retail, impressively demonstrating our vision and bringing a world-class shopping destination to another key city in the UK.” 

The presence of Flannels Beauty is a major development. First launched in Sheffield last month, its inclusion in Leicester underlines the importance the company is placing on this category.

Hero brands in the beauty space, Chanel, Charlotte Tilbury, Creed, Tom Ford and Armani, sit alongside independent industry disruptors “that have historically had limited regional presence”. These include Skin Gym and Natasha Denona, as well as Dr Barbara Sturm, Tata Harper and Omorovicza. Flannels Beauty will also be the exclusive physical store stockist of Patrick Ta.

The next flagship to open will be in Liverpool.