In August, UK luxury retailer Flannels expanded its partnership with health and wellness brand HiiClub to bring its coffee shop arm HiiGrind to its Metrocentre store in Gateshead, Newcastle.
The Frasers Group-owned fashion brand already has HiiGrind spaces at its Meadowhall, Leeds, Leicester Fosse Park and Liverpool Flannels stores, which are all flagships.
In 2025, Flannels also partnered with HiiClub to launch its first major in-store fitness studio at its Leeds flagship site.
“A natural partner” for Flannels
Like many physical retailers in 2026, Flannels is seeking to create stores that serve more than just a shopping experience.
Frasers Group chief retail officer Lauren Barrie explains that Flannels initially chose to partner with HiiClub since it was “continually looking” at how it could evolve the role of its stores and “create experiences that go beyond traditional retail”.
“HiiClub was a natural partner because it shares our focus on premium experiences,” she says.
“The partnership brings something distinctive to the customer journey and by bringing HiiClub’s nutrition, coffee and kitchen concept into Flannels, we’re creating destinations where customers can shop, connect, socialise and spend time.”
HiiLClub co-founder Josh Rose also notes that “bridging fashion, lifestyle and fitness” has “always felt natural” to its brand.
“That’s the whole HiiClub ethos, it’s not just about the workout,” he says.
“Flannels was building the same thing on the retail side, they wanted their flagship stores to be destinations, not just shop floors.”
This merging of offerings from the brands is perhaps best demonstrated at Flannels’ Leeds store, where HiiClub occupies a 5,000 sq ft space within its six-floor shop.
As well as featuring a HiiGrind area, the space brings together HiiClub’s nutrition concept and its gym concept, HiiTrain.
Rose affirms: “When the opportunity came up to put HiiClub inside [Flannels’] Leeds flagship on the active floor, next to brands like Vuori, On and Lululemon, it was an easy yes.”
A benefit for both brands
Although Flannels and HiiClub have different offerings, both companies offer premium services to their customers.
Barrie insists that the brands work well together since “the combination of luxury retail and premium hospitality feels distinctive,” as HiiGrind brings “a different energy and dimension to the Flannels experience”.
“There’s also a natural benefit for both brands,” she adds.
“HiiGrind gives HiiClub the opportunity to introduce its offering to a new audience, while Flannels can offer customers something beyond traditional retail – creating a space where they can shop, socialise, meet and spend time.”
Rose explains that HiiGrind is “the easiest version” of its brand “to put inside someone else’s four walls”.
“It doesn’t need a training floor, just a great coffee and food offer and the right design language,” he says.
“For Flannels, it gives shoppers a reason to stay longer and a place to actually sit down, which matters when you’re building a destination, not just a store.
“For us, it gets HiiGrind in front of thousands of people who’d never walk into a standalone site, and it keeps the brand visible between our bigger club openings.
“It’s low risk, high frequency, while destinations like our HiiClub Leeds and our new HiiClub London site in Battersea are the bigger statement pieces.”
“A strong next step for the partnership”
Barrie says Flannels chose its Metrocentre flagship for its next HiiGrind launch because at 50,000 sq ft, it gave it “the scale and space to create something more unique”.
“It also gives HiiGrind an opportunity to reach a new audience in the North East,” she insists.
“We see it as a strong next step for the partnership, building on what we’ve learned from our existing HiiGrind locations while continuing to explore how hospitality can play a bigger role within our stores.”
The HiiGrind space also complements Flannels’ vision of creating destination stores that extend beyond traditional retail, according to the business.
Barrie elaborates: “HiiGrind helps us create a more complete experience within our stores, adding another dimension.
“It gives customers a place to meet, socialise, grab a coffee or enjoy something to eat before or after shopping.”
With that in mind, could there be more HiiGrind Flannels cafes on the way?
Barrie assures: “This is definitely a partnership we see continuing to grow, and we’re excited about the potential for HiiGrind to reach more Flannels locations across the UK.
“We’ll continue to look at where the concept can add the most value for our customers and complement the store environment.”
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