FLANNELS Brings Luxury to Liverpool Thanks to Its New Flagship
Complete with its very own Barry’s Bootcamp, rooftop and skin clinic.
Luxury multi-brand retailer FLANNELS just opened its all-new Liverpool location, comprised of seven floors at a total 120,000 square feet.
Set to be the brand’s biggest store investment to date, the new flagship boasts a beauty hall, two restaurants and a roof terrace. Debuting two new partnerships with Barry’s Bootcamp and Dr. Esho, the store features a world-first Barry’s fitness suite located in-store alongside a selection of ‘tweakment’ rooms. The new location prides itself on its accessibility, representative of the brand’s Northern heritage. Joining its existing locations across London, Sheffield and Leeds, the Liverpool store aims to take the brand back to its roots.
The new beauty hall sees FLANNELS debut the first-ever “Beauty changing room,” which allows customers the chance to experiment with new products, take photos and utilize a Hollywood-style wind machine for the ultimate makeup testing. According to Head of Beauty Sophie Blackledge, Liverpool customers “will have the offering that other cities of their size have. From Pat McGrath Labs to Dr Esho treatments and Hermès Beauty.” The hall will also play host to brands like Le Labo, Kylie Cosmetics and Patrick Ta, who will debut their first brick-and-mortar concessions outside of their London flagships. Elsewhere, the store boasts a “Beauty Bar,” set to be home to masterclasses and 1-2-1 appointments.
FLANNELS’ Chief Executive Michael Murray believes that the new store showcases the brand’s commitment to “doubling down on ‘new luxury’, on our understanding of youth culture and on the valued proposition we give to brands: access to untapped audiences.”
In terms of the store’s fashion offering, the new location sees Loewe‘s first foray into retail in the North alongside Mugler, who is solely stocked in the FLANNELS Liverpool flagship. For sneaker lovers, the new store boasts an 18 Montrose concept space showcasing the best of streetwear and featuring exclusive collaborations from the likes of Rick Owens x Converse and Pharrell Williams x adidas. Elsewhere, an on-site alteration service is able to custom-tailor jeans, across all FLANNELS brands and within minutes. The store also includes a click-and-collect offering, with customers able to relax in the lounge area while waiting to retrieve their purchases.
Take a look at FLANNELS’ new Liverpool flagship above and while you’re here, check out the latest release from Fiorucci.