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Flannels Beauty launches with mission to revolutionise beauty shopping

Gaelle Walker
19 July 2021

Luxury retailer Flannels is on mission to re-invent the ‘beauty hall’ wheel with the launch of a disruptive new beauty concept in physical stores across the UK - as well as online.

Launching today (19 July) with its first state-of-the-art flagship store in Sheffield Meadowhall - Flannels Beauty is seeking to become “the most exciting beauty destination on the UK high street as it overhauls the traditional beauty shopping experience with an “obsessively” customer-centric focus.

The opening of Flannel’s first flagship store in Sheffield marks a pivotal moment for the business, bringing the most digitally-enabled store to the North as well as a significant investment in Sheffield city via the signing of a fifteen-year lease.

In addition to the new Beauty offering, the Sheffield store will also feature a progressive fashion edit of new names and avant-garde labels including Off-White, Saint Laurent, Fear of God and Talentless.

The store will also host an all-new 18 Montrose concept space centred around a modern ‘hype edit’, the best of streetwear and exclusive collaborations.

Two further Flannels Beauty stores in Leicester and Liverpool are set to open later this year as part of the first stage of the long-term initiative.

All three stores will offer a never-before-seen range of beauty, luxury and contemporary ready-to-wear concepts.  

Set over 120,000 sq ft and seven floors, in the pre-existing ‘Owen Owen’ building, the new Liverpool store will feature an expansive beauty destination, a rooftop restaurant and a fitness studio, as-well as an entire floor dedicated to leisure, activewear and high-performance sportswear.

Rebelling against the concept of traditional beauty halls, which “concentrate their attention on international consumers and take a London-centric approach,” Flannels Beauty “hauls” will deliver a fresh take on how consumers want to engage with beauty, that better reflects the modern desire to shop across multiple brands, products and price points all at once, the retailer said.

Iconic brands such as Chanel, La Mer, Charlotte Tilbury and Creed will sit alongside newer names such as Le Labo, Augustinus Bader and Natasha Denona which until now have a more limited regional presence.

The presence of Gucci Beauty meanwhile, will deliver “major fashion credentials,” the retailer said.

Flannels Beauty will also be the exclusive bricks-and-mortar stockist of products from makeup artist Patrick Ta’s beauty collection.

The stores will also boast innovative features such as Flannels Beauty Bars where shoppers can discover and shop across a ‘menu’ of trends, products and collaborations - whilst sipping a coffee or cocktail.

A new ‘Beauty Starring You’ personal shopping and concierge service will also help to deliver  seamless and “ultra-personalised” customer service, while tills will be replaced by iPads.

The “Beauty Starring You” concept will also be carried across the retailer’s campaigns over the coming months.

Flannels head of elevation Michael Murray said: “As a business, we always want to push boundaries and disrupt retail.

“Even before the events of last year, we felt that beauty retail was ripe for reinvention, so it feels like a natural progression for Flannels,”

“With our strategy of regional expansion, we are already one of the key players focused on rebuilding the UK high street, which is where Flannels began – and we have no doubt these regional beauty flagships will excel.

“We believe everyone should be able to enjoy and feel part of the world of luxury beauty,” Murray added.

Flannels aims to open a further 10 flagship stores across the coming decade - many due to be unveiled before 2025.

 

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