Flannels plans 17-store opening spree as latest luxury unit debuts in Birmingham

By

Nigel TAYLOR

Published
Oct 27, 2020

With more and more UK fashion store closures hitting the headlines, it’s refreshing news that Frasers Group’s luxury banner Flannels is continuing to open new stores as part of a major investment plan.

While the brand has just opened a new site in Birmingham, it also plans a further two new stores this year, adding to its 40-plus-store estate. A further 15 new stores are scheduled to open across the country in 2021, the retailer said.

The latest high-end multi-brand store has opened within a 12,000 sq ft space in Birmingham Fort Shopping Park, housing a selection of curated men’s and women’s luxury designer clothing and accessories.

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"From runway collections to the latest streetwear drops, the brand’s portfolio spans emerging designers and luxury’s biggest names,” including Balmain, Balenciaga, Off White and Alexander McQueen.

Michael Murray, head of Elevation for Flannels said: “After what has been a disruptive year in retail, we are really proud to be in a position to open new locations, including this new retail destination.

“Our next generation of elevated stores offer customers the biggest brands in luxury fashion and contemporary streetwear all under one roof.”

The Birmingham store is again designed by London and Miami-based Argent whose international projects include luxury residential, super yachts, and private jets as well as upscale retail.

Behind an understated listed façade, the ground floor space is adorned with bold prints contrasted with translucent and reflective materials “for a dynamic futuristic feel”.

The expansive use of marble and chevron oak timber flooring, both feminine and masculine colours were used to link menswear and womenswear.