Flannels opens its Flagship store in Liverpool

We are very excited to announce our involvement in the opening of the new Flannels store in Liverpool for Frasers Group.

The seven-floor store located in the city spans 120,000 sq. ft of gross retail space and provides the best in retail luxury, housing designer brands, a strong beauty offering, food and beverage, a Dr Esho clinic and even a Barry’s Bootcamp gym.

Flannels promise to be the UK’s leading destination for new luxury bringing together retail and leisure all under one roof creating an unrivalled experience for the customer. Frasers Group continue to change the retail landscape proving the high street is not dead by designing concepts that interlink a modern retail proposition alongside a cool digital interface.

This project began in 2019 when Cube Architects and Tilley’s started work on the façade and the main contractor MCUK then started on site for the fit out works in March 2021. The store was completed and delivered in June 2022 so overall it took three calendar years to finish.

The store includes the largest beauty hall to date showcasing established and prestigious brands like Hermes, Gucci Beauty, Chanel, Kylie Cosmetics and many more. New concept beauty changing rooms feature too where customers can try samples of products or purchased products from the beauty hall and try them in a private space. The booths also include a smart mirror with custom lighting so customers can take pictures and share them to their social media channels.

The main Food and Beverage offering is the third to launch within a Flannels Beauty store called Bacino. Bacino is a new concept pizza and cicchetti restaurant with a modern social Italian vibe. The other three restaurants will open in the Autumn and feature on the sixth-floor housing a rooftop brasserie, an all-day dining space and a pan-Asian restaurant.

This is also the first Dr Esho clinic to open within a Flannels, offering non-surgical aesthetic and medical treatments and as a team we worked hard to deliver the first studio within a retail space. This is also another great proposition that adds to the overall customer experience.

Who said you couldn’t shop and workout at the same time?
This is the first ever Barry’s Bootcamp gym to launch in a retail space and is only the second studio to launch in the UK outside of London. Barry’s offer high intensity to customers and we have played an integral part in delivering their latest studio.

Brand personalisation is a big part of the store with brands Burberry, Christian Louboutin, Balenciaga, Givenchy, Gucci, Prada all featuring to name just a few, including streetwear brands Off-White and Palm Angels. We worked closely with high-profile fashion to ensure their message and ethos was executed within each of the dedicated fashion areas.

Alongside offering the best in Men’s and Women’s designer fashion, the store houses a Juniors section for childrenswear and a personalised tailoring service and a VIP space for ‘click and collect’ where customers can pick up their online purchased goods in style.

Michael Murray, Chief Executive at Frasers Group said,

“This is a milestone moment for our business. The scale, service proposition and brand offering to be discovered at Flannels Liverpool is truly in a league of its own—I can’t wait for our customers to see it. With the opening of each of these experience-orientated flagships, we’re doubling down on our commitment to ‘new luxury,’ on our understanding of youth culture, and on the valued proposition we give to brands: access to untapped audiences.”

David Epstein, Managing Director for Premium and Luxury at Frasers Group said,

“I wanted to thank everyone at EB Designs for the continued support and work across the Frasers Group projects, but I have to say that what you delivered in Liverpool is the ultimate game changer of the store. To think we have been able to move the dial on what was delivered in Meadowhall and Fosse Park in less than one year is an unbelievable achievement. Please can you pass on my appreciation to the wider EB Designs team.”

Liverpool Flannels is not only a store but a destination which includes retail, hospitality, beauty, and leisure. It displays a variety of design elements as customers transition between spaces and the luxury and contemporary floors.

We say it often, but collaboration is key, and we would like to thank all of the teams involved who helped make this project happen.

The high street stays alive with Frasers Group vision to create UK destinations for their brands and eb designs is proud to be associated with their vision.