"Luxury" retailer reveals new flagship beauty store in Sheffield with £10m investment

A UK “luxury” retailer has announced that it is investing more than £10m into a new Sheffield flagship store.

FLANNELS, based in Knutsford, has announced that it is opening the doors to the first of its new flagship stores, in the centre of Sheffield.

The company, owned by Frasers Group, has signed a 15-year lease on its new store, with a further ten flagship stores set to open across the next decade.

The new stores will run under the FLANNELS Beauty name, which will be home to the world’s first “beauty changing rooms”, which will allow customers to test out new looks,

Michael Murray, head of elevation at FLANNELS’ Group, commented: “Opening the first of our new flagships in Sheffield boldly marks the new heights we’re reaching as part of our elevation strategy.

“We’re confident that we are introducing a truly world-class offering to Sheffield, and a beauty concept that disrupts the traditional.

“Continually ripping up the rule book and looking at retail spaces in a different way, this store will be the go-to luxury destination in the North.”

Jack Bridges, FLANNELS’ creative consultant and partner at luxury designers Argent, said: “Sheffield marks the beginning of a concept we’ve been working intensively on for years - we’re incredibly excited to open the doors.

“With each new flagship, FLANNELS is looking to disrupt the city it exists within - whilst remaining flexible, agile and forward-thinking.

“Each store is different, with unique concepts and design features created exclusively for each new location.

“Gone are the days of static shopping environments; next-gen shoppers want fluidity and momentum.

“Walk into any FLANNELS store around the country and you’ll get just that: a vibrant, engaging experience.”

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