British multi-brand retailer Flannels is trying its hand at beauty selling with a dedicated cosmetics store and e-commerce site.
Setting new standards for beauty retail, and taking inspiration from its fashion credentials, the new UK destinations will be home to Flannels’ Beauty Changing Rooms, an interactive, digital space for shoppers to test and trial products privately.
The Flannels Beauty Bar offers a space for visitors to discover new products, with a ‘menu’ of new trends, products and beauty collaborations.
When doors open, the first being in Sheffield’s Meadowhall, shoppers will be able to take advantage of the retailer’s Beauty Starring You personal shopping experience.
To be as inclusive as possible – the Beauty Hauls, a play on the traditional ‘hall’ – will stock a mirage of brands, from luxury names including Chanel and La Mer to pharmacy brands.
Flannels Beauty will also be the exclusive stockist for Patrick Ta Beauty.
So to underline its presence in the beauty space, the Frasers-owned business has brought on board four big beauty names as an entourage of ambassadors.
Celebrity make-up artist, Nikki Wolff; Scottish beauty entrepreneur, Jamie Genevieve; Victoria Magrath, a style expert and celebrity fashion stylist Melissa’s Wardrobe.
Following the company’s first store opening this month, Flannels will cut the ribbon on two more stores in Leicester and a seven-storey, 120,000sqft Liverpool destination later in the year.
“As a brand, Flannels has always taken an ultra-inclusive approach to luxury, and unlike their competitors, Flannels Beauty is obsessive about putting consumers, not brands, first,” the retailer said in a statement.
“Since day one, the guiding concept for Flannels Beauty has been ‘Beauty Starring You’, a message you’ll see coming through in its agenda-setting campaigns in the coming months.”
Inside Flannels' new beauty space
