Flannels’ new Birmingham store marks start of 17-store expansion

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Flannels Frasers Group Michael Murray
The Birmingham store has used bold prints contrasted with translucent and reflective materials for a futuristic feel
// Flannels opens new store in Birmingham Fort’s shopping park
// The group said it will open two more store this year to add to its 40-plus-store estate
// The store offers a selection of men and women’s luxury clothing and accessories

Flannels has opened a new 12,000sq ft store in Birmingham and announced plans to open 17 new stores between now and the end of 2021.

Spearheaded by Michael Murray, head of elevation at parent company Frasers Group, a further two Flannels stores will open this year, followed by 15 in 2021.

The new Birmingham store is located in the Fort Shopping Park and joins the fashion retailer’s 40-plus-store estate.


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The store offers products from luxury retailers such as Balmain, Balenciaga, Off White and Alexander McQueen.

“After what has been a disruptive year in retail, we are really proud to be in a position to open new locations, including this new retail destination in Birmingham Fort,” Murray said.

“Our next generation of elevated stores offer customers the biggest brands in luxury fashion and contemporary streetwear all under one roof.”

Flannel’s ambitious expansion plans forms part of Frasers Group’s wider business stratagy.

“Our commitment to retail spaces doesn’t stop here, Flannels is set to open another two
locations before the end of year,” Murray said.

“2021 will see a huge investment to the high-street, with over 15 new stores
set to open across the country.”

In December, Flannels launched its largest store to date in Belfast’s Victoria Square. The 30,000sq ft store marked the first phase of the Frasers redevelopment.

The store also showcases the first Flannels Café & Bar.

Last year, Flannels opened a £10 million flagship store in London’s Oxford Street, which was the retailer’s 45th store in the UK.

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