The Frasers Group, previously known as Sports Direct, has unveiled their latest addition in Belfast – the largest Flannels store yet. Situated on the top floor of the former House of Fraser branch in Victoria Square, this impressive store spans an expansive 30,000 square feet. As part of the group’s ambitious plans, the ex-HoF store is set to undergo a transformation into the upscale Frasers department store, slated to debut next year.
After the recent introduction of the £10 million Flannels flagship store on Oxford Street in London, the Frasers Group showcases its dedication to the revamped upscale vision for the brand. Encouraging financial results point towards a successful trajectory for Flannels, confirming the group’s strategic shift towards luxury retail.
Micahel Murray, the head of elevation at Frasers Group, expressed his satisfaction with the sophisticated new retail destination in Belfast. With a wide selection of top luxury fashion and contemporary streetwear brands available under one roof, Murray underscored the group’s commitment to providing a distinctive shopping experience.
Designed by Argent, a leading expert in luxury interiors, the Belfast store offers a curated assortment of menswear and womenswear brands that range from high-end runway collections to trendy streetwear releases. Fashion aficionados can explore sought-after labels including Moncler, Valentino, Gucci, Balenciaga, Prada, Chloé, and Off White, among others. Argent’s involvement in upgrading other Flannels stores ensures a consistent delivery of the new upscale brand experience.
In line with the current trend of elevating customer experiences, the Belfast store incorporates leisure facilities. For the first time, it houses an all-day café and bar operated by the local Writers Café Group, offering patrons a relaxing space to unwind while perusing through the offerings.
As the Frasers Group solidifies its footprint in the luxury retail sector, the inauguration of the largest Flannels store in Belfast marks a significant milestone in the group’s evolution. With the imminent arrival of the upscale Frasers department store, the group aims to raise the bar in Belfast’s retail scene and meet the escalating demand for premium shopping experiences.
To learn more about the Frasers Group and their luxury retail offerings, visit House of Fraser. For a closer look at the latest designer collections available at Flannels, explore their website at Flannels.
