FLANNELS opens new flagship store in Liverpool

Luxury multi-brand retailer FLANNELS has just opened its brand new location in Liverpool, comprising seven floors over a total of 120,000 square feet.

Destined to be the brand’s biggest investment to date, the new flagship features a beauty salon, two restaurants and a rooftop terrace. Launch of two new partnerships with Barry’s Bootcamp and Dr. Esho, the store features a world-first Barry’s Fitness Room, located in-store alongside a selection of tweakment rooms. The new location prides itself on its accessibility, representative of the brand’s Nordic heritage. Joining its existing locations in London, Sheffield and Leeds, the Liverpool store aims to bring the brand back to its roots.

The new beauty salon sees FLANNELS launch the first-ever “beauty locker room”, which allows customers to experiment with new products, take photos and use a Hollywood-style wind machine for the ultimate make-up tests. According to the head of beauty Sophie Blackledge, customers in Liverpool “will have the supply that other cities of their size have. From Pat McGrath Laboratories to Dr. Esho and Hermès Beauty treatments. The room will also welcome brands such as Le Labo, Kylie Cosmetics and Patrick Ta, who will inaugurate their first physical concessions outside their London flagships. Elsewhere, the store has a “Beauty Bar”, intended to host masterclasses and 1-2-1 appointments.

FLANNELS Managing Director Michael Murray believes the new store showcases the brand commitment to “redouble our efforts on the ‘new luxury’, on our understanding of youth culture and on the value proposition we offer 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, which is only stocked in Liverpool’s FLANNELS flagship. For sneaker lovers, the new store offers a 18 Montrose concept space showcasing the best in streetwear and featuring exclusive collaborations from Rick Owens x Converse and Pharrell Williams x adidas. Elsewhere, a The on-site alteration service is able to customize the jeans, for all FLANNELS brands and in a few minutes. The store also offers a click-and-collect offer, allowing customers to relax in the lounge area while waiting to collect their purchases.

Take a look at FLANNELS Liverpool’s new flagship above and while you’re here check out Fiorucci’s latest release.

James T. Quintero