Flannels opens new Liverpool flagship location

Flannels has today opened its Liverpool flagship, which fuses retail and leisure under one roof, with a blend of top brands, dining options, and in-house experiences.

Occupying the vast Owen Owen Building at 15 Parker Street, the new store is set over seven floors and 120,000 sq ft, featuring a beauty hall, three restaurants, one bar, a world-first Barry’s Bootcamp, a ‘tweakments’ destination from Dr. Esho, and a soon-to-be-unveiled roof terrace.

Upon entering the store, visitors will be greeted by a beauty floor which offers brands such as Chanel, Hermes and Gucci, alongside skincare specialists such as Dermalogica, Olaplex, and Kylie Cosmetics.

The beauty edit is bolstered by haute and cult fragrance by Creed, Le Labo, Frederick Malle, and By Killian alongside the "world's first Beauty ‘Changing Rooms’", which offers shoppers the chance to experiment with a swathe of products before scanning a QR code to receive a digital snapshot of the look.

On the ground floor, Bacino will offer modern Italian cuisine as part of Flannels' new all-day dining concept in Liverpool city. Three additional venues will open this autumn, including a rooftop brasserie, bar and Pan-Asian restaurant on the sixth floor.

Customers can also expect to discover curated collections from Balenciaga, Loewe and Christian Louboutin as exclusive pop-up spaces with brands such as Burberry and Off-White.

Its streetwear offering includes brands such as Stone Island, CP Company, Casablanca, Fear of God and Represent among others, with exclusive capsules by Off-White and Rhude, with LA-based Amiri staging a pop-up later this summer.

Flannels will host a Barry's fitness studio on its fifth floor, which aims to be "the global destination to get the best workout of your life", with a range of exercise classes available to sign up for.

Michael Murray, Flannels’ Chief Executive said: “This is a milestone moment for our business. The scale, service proposition and brand offering to be discovered at Flannels Liverpool is truly in a league of its own - I can’t wait for our customers to see it.

"With the opening of each of these experience-orientated flagships, we’re doubling down on our commitment to ‘new luxury’, on our understanding of youth culture, and on the valued proposition we give to brands: access to untapped audiences.”

Jack Bridges, Flannels' Creative Consultant and partner at luxury designers, Argent, added: “For Flannels Liverpool, we wanted to create the most unique store to date. The concept was always to curate a store that was pushing the boundaries of any other in the UK – to be a playground for luxury.

"Our beauty hall, which is now our biggest pursuit into the market, is unlike any other store in the world - we wanted to ensure that we could create an ultra-modern visual identity that brings beauty into the spotlight as only Flannels Beauty can. From the outside, we have ensured that key details were restored from this beautiful ‘‘late Georgian architecture’’ to the contrast of our curated modern window displays.”