Flannels takes elevation strategy to new heights
Frasers Group’s Flannels is introducing 165 new women’s and menswear brands for autumn/winter 21, as the retailer opens new flagship stores and builds on its elevation strategy, Drapers can reveal.
Exclusive
Flannels is expanding its elevation strategy, in order to bring the luxury retailer into “the next generation of retail”.
Plans include the launch of new UK stores, the introduction of more than 160 new brands for autumn/winter 21, and branching into new categories, including kidswear and homeware.
Flannels’ group head of elevation, Michael Murray, is leading the expansion of the business’s retail network. Three further Flannels flagships will open this year – Sheffield Meadowhall (June/July), Leicester Fosse Park (July/August), Liverpool (November) - and a minimum of 10 regional stores will open every year, with no definitive end date, alongside a refurbishment program of the existing Flannels 47-strong store portfolio.