Flannels, the upscale fashion brand owned by Frasers, has recently made a major investment by opening its largest store in Liverpool. The flagship store covers an impressive 120,000 square feet across seven floors, aiming to bring a groundbreaking fashion, beauty, and wellness experience to the North of England. This new opening is particularly notable for Liverpool as it lacked a multi-category luxury destination like those found in nearby cities Manchester and Birmingham.
Flannels has solidified its reputation as the leading destination for New Luxury in the UK by offering an expansive fashion line-up. The store boasts an unrivaled selection of Balenciaga items, marks the debut of Loewe in the north of England, presents a curated selection of Christian Louboutin products, showcases the regional premiere of Rhude, and features exclusive pop-up spaces with brands such as Burberry, Off-White, and Amiri. The retailer has also invested significantly in emerging designers like Casey Cadwallader’s Mugler, becoming its exclusive stockist in the north of England. Flannels Liverpool also offers concept spaces like 18 Montrose and exclusive collaborations ranging from Rick Owens x Converse to Pharrell Williams x Adidas. It introduces new labels like Jacquemus while also stocking established brands like Stone Island, CP Company, Casablanca, Fear of God, and Represent.
In addition to its extensive fashion offerings, the Flannels Liverpool flagship store boasts a vast beauty hall, three restaurants, a bar, a Barry’s Bootcamp fitness studio, and a destination for non-invasive cosmetic procedures with Dr. Esho. The store is also set to unveil a roof terrace in the near future. The beauty hall impresses with its selection of products, featuring renowned brands like Pat McGrath Labs, Kylie Cosmetics, Hermès, Gucci Beauty, Tom Ford, Chanel, Patrick Ta, and more. The beauty section is further enhanced with prestigious fragrances from Creed, Le Labo, Frederick Malle, By Killian, as well as skincare offerings from Dermalogica and other respected brands.
Michael Murray, Flannels’ new chief executive, expressed his enthusiasm for the opening of the Liverpool store, deeming it a milestone moment for the business. He highlighted the scale, service proposition, and brand offerings that set Flannels Liverpool apart. Murray also emphasized Flannels’ dedication to “new luxury,” its understanding of youth culture, and the value it brings to brands by providing access to untapped audiences.
Jack Bridges, Flannels Creative Consultant and partner at Argent, discussed the aim of creating the most unique store to date with Flannels Liverpool. The objective was to push the boundaries set by other UK stores and establish a luxurious playground for shoppers. The beauty hall, in particular, was designed to stand out and differentiate itself from any other store in the world, with an ultra-modern visual identity that places beauty at center stage. Bridges emphasized the attention paid to restoring key details of the beautiful late Georgian architecture while also incorporating contrasting modern window displays.
Overall, the opening of the Flannels Liverpool flagship store signifies a significant investment for the brand and introduces a revolutionary retail experience to the North of England. With its expansive fashion and beauty offerings, along with its commitment to new luxury and understanding of youth culture, Flannels aims to become the ultimate destination for discerning shoppers in the region.
Useful links:
1. Flannels Official Website
2. Frasers Group Official Website
