Flannels is one of the United Kingdom’s leading luxury multi-brand fashion retailers, specialising in designer clothing, footwear, accessories and beauty from globally recognised labels. Founded in 1976 and now owned by Frasers Group, the brand has expanded to more than 50 stores nationwide, including flagship locations in London, Manchester and Liverpool.
Blending high-end fashion houses like Gucci and Prada with contemporary streetwear brands, Flannels positions itself as a modern, experiential luxury retailer. With a strong e-commerce platform, immersive flagship stores and a growing Gen Z customer base, Flannels has become a major force in the evolving UK luxury retail market.
Founding and Early History
Flannels was founded in 1976 by Neil Prosser in Knutsford, Cheshire, as a specialist retailer emphasizing quality menswear and customer service. Starting as a regional independent store, it built a loyal following through curated selections and personalized shopping experiences. Prosser remained managing director for decades, guiding the brand’s growth into a respected name in premium fashion.
The business expanded steadily across the North of England and beyond, focusing on brick-and-mortar locations that offered an elevated shopping environment compared to mainstream high-street chains.
Acquisition by Frasers Group and Rapid Expansion
A pivotal turning point came in 2012 when Frasers Group (then Sports Direct International, founded by Mike Ashley) acquired a majority 51% stake in Flannels. This move allowed Sports Direct to enter the premium and luxury sector, diversifying beyond sports and casualwear. In 2017, Frasers Group completed the full acquisition, making Flannels a wholly owned subsidiary.
Under Frasers Group’s ownership, Flannels underwent an aggressive transformation and expansion. The strategy shifted toward flagship “super-stores” and experiential retail, targeting younger, fashion-forward customers. From around a handful of locations pre-acquisition, Flannels grew to over 50 stores across the UK by the mid-2020s. Notable openings include major flagships in London (Oxford Street), Liverpool, Birmingham, and regional hubs, often featuring restaurants, event spaces, and curated cultural installations.
The brand’s rebranding efforts, including initiatives like “Flannels X” for the London flagship, emphasize art, music, and influencer collaborations to create immersive “playgrounds for luxury.” This approach has helped Flannels attract Gen Z shoppers who value experiences alongside products.
Products and Brand Portfolio
Flannels stocks an extensive range of luxury and designer brands, including Gucci, Balenciaga, Burberry, Stone Island, Canada Goose, Boss, Off-White, Prada, Saint Laurent, and many others. Categories span:
- Men’s and Women’s Clothing– Tailoring, streetwear, loungewear, outerwear, and transitional pieces.
- Footwear– Trainers, boots, heels, and luxury sneakers.
- Accessories– Bags, jewelry, belts, and eyewear.
- Kids’– Designer childrenswear.
- Beauty and Home– Expanded into fragrances, skincare, and lifestyle items.
- Outlet/Clearance– Discounted designer pieces for value-driven luxury shoppers.
The platform offers seasonal edits, trending collections, and exclusive drops, with a strong emphasis on streetwear-luxury crossovers popular among younger buyers.
Online Presence and Customer Experience
The website flannels.com serves as a seamless digital extension, featuring easy navigation, detailed product views, size guides, and fast delivery/returns. Flannels invests heavily in e-commerce, live chat support, personal shopping services, and social media engagement. With over 1 million Instagram followers (@flannels), the brand showcases lifestyle content, events, and collaborations under the tagline “#ThisIsNewLuxury,” blending fashion, art, and music.
Perks include Flannels Elite+ membership for exclusive benefits, rental services in select categories, and in-store events like product launches and pop-ups.
Market Position and Performance
As part of Frasers Group plc (a FTSE-listed company with diverse retail interests), Flannels benefits from group resources while operating independently in the luxury space. The brand has seen strong growth, with compound annual growth rates exceeding 40% in some periods post-acquisition. It positions itself as an accessible entry into luxury, offering aspirational pieces without the exclusivity barriers of single-brand boutiques.
Flannels differentiates through its multi-brand curation, regional store expertise, and focus on experiential retail amid a challenging high-street environment. While owned by the same group as Sports Direct, it maintains a distinct upscale identity.
Why Flannels Matters in UK Fashion
In an era where luxury retail faces online competition and shifting consumer habits, Flannels bridges traditional department-store appeal with modern, youth-oriented energy. It democratizes designer fashion through curated selections, competitive pricing (via outlets and promotions), and immersive stores that make shopping feel like an event.
Whether browsing the latest Gucci drop online, visiting a flagship for personalized styling, or discovering emerging brands, Flannels delivers “new luxury”, sophisticated, inclusive, and culturally attuned. For fashion enthusiasts seeking elevated yet approachable designer pieces, Flannels remains a top destination in the UK.
