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Flannels Brings Art, Inclusive Retail to Oxford Street

LONDON — With the ongoing struggles and consolidation on the British high street, the retailer Flannels is investing more than 10 million pounds back into Oxford Street and readying the ambitious opening of its first multibrand store in the British capital. The retailer, which was bought by Sports Direct three years ago, is building on the success it has already achieved across the U.K., with a network of stores in regional markets such as Manchester, Glasgow and Newcastle. It is now looking to raise its profile further in the luxury world. Flannels made its name offering contemporary and luxury collections in cities without specialty or designer monobrand stores. It also makes a point to open big spaces — averaging 20,000 square feet — in a bid to lure suburbanites living near those cities and give them a reason to shop in a brick-and-mortar space. The challenge for Flannels now is tempting Londoners, who have a world of fashion and luxury retail at their fingertips. According to Michael Murray, head of elevation at Flannels, the store has a clear strategy for London that incorporates art, customization, a highly personable service and an overall democratic approach.

A rendering of the Flannels Oxford Street flagship. Courtesy Photo

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