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Published
Sep 5, 2019
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Flannels debuts 18,0000 sq ft flagship store on Oxford Street

Published
Sep 5, 2019

Three years after acquiring a store on the corner of Oxford Street and Poland Street, luxury retailer Flannels has finally joined the selection of global brands on London’s leading shopping thoroughfare.


Photo: Courtesy of Flannels, Theo Tzia


The new Flannels flagship store opened its doors to the public on Thursday, unveiling an eclectic space designed by Italian studio Pconp in collaboration with artist Riccardo Previdi.

This is the brand’s 44th location in the UK, and it will introduce the high-end concept owned by Sports Direct to a new audience of British and international shoppers.

The store spreads over 18,000 sq ft across four floors and presents a new design concept for the retailer, which sells a curated range from designer and cult streetwear labels including Balmain, Burberry, Ganni, Gucci, Off-White, Versace and Vetements.


Photos: Courtesy of Flannels, Theo Tzia


There is a unique concept floor hosting a range of services and experiences with permanent and guest collaborators and concessions, including sneaker consignment store Flight Club's first UK pop-up. Technology by Bang and Olufsen and high-end homewares will also be showcased there, creating a lifestyle destination and a place of discovery.

Testing the boundaries of the conventional retail experience is the goal of the space, which greets Oxford Street shoppers with a massive three-storey curtain walling of 4K digital screens. The innovation will host W1Curates, one of the world’s biggest permanent digital public art installations, to present the work of established and emerging artists.

Additionally, consumers can benefit from a Style & Collect service, which allows shoppers to have their online purchases delivered to the store, where they can try on the garments in one of Flannels’ luxury changing suites.


Photos: Courtesy of Flannels, Theo Tzia


Opening a flagship store on one of Europe’s busiest shopping streets reflects Flannels’ ambition to become a major luxury destination. The brand owned by Sports Direct has recently opened big stores in Newcastle, Chester, Watford, Suton and York, and overseas doors could be on the cards in the future.

Sports Direct’s most recent results showed that revenues from its premium lifestyle division, which includes Flannels, grew by almost 30% to £87.6 million, while earnings jumped from £700,000 to £2.5 million.

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