Pure Beauty

Flannels makes stamp as prime beauty seller with first-ever in-store beauty ‘edit’

By Becky Bargh | Published: 10-Nov-2021

For the new space, beauty brands stocked in fewer bricks-and-mortar destinations will sit alongside Flannels’ luxury fashion offering

Flannels, the multi-brand retailer making its mark in the beauty retail arena, has cut the ribbon on a new store that will play host to its first-ever in-store beauty ‘edit’.

Investing in cities outside of the UK capital, the new 22,000sqft space has opened up shop in Southampton, UK.

For the beauty ‘edit’ concept, Flannels has put well-known fashion companies alongside lesser known beauty names that have a limited regional presence.

Brands such as Boy Smells, Sarah Chapman, Nudestix and Medik8, which are stocked in fewer bricks-and-mortar across the country, will be placed alongside classic brands including Cartier, Moschino and Prada.

Despite its fledgling reputation as a beauty stockist, Flannels has bagged the exclusive in-store retail deals for the eponymous brand of Patrick Ta and colour cosmetics name Jouer.

“Continuing the momentum from the opening of our flagship stores earlier this year, we’re really proud to open our next regional boutique in the heart of Southampton,” said Lauren Barrier, Group Head of Luxury Retail Development at Frasers, Flannels’ owner.

“As we continue to expand and develop our vision, the store brings to life the Flannels brand in a physical space, and for the first time, showcases an all-new beauty concept.

“This first-of-its-kind, for Flannels, beauty edit sits alongside the biggest brands in luxury fashion, providing an engaging shopping destination like no other in the city.”

The beauty ‘edit’ concept is an extension of Flannels’ cosmetics-only stores in Sheffield and Leicester, which opened in July and August, respectively.

Setting new standards in beauty retail, the spaces have taken inspiration from Flannels’ expertise in fashion retail with beauty ‘changing rooms’ and digital areas for discovery.

‘Menus’ of new trends and products are also on display at the destinations; and to underline its presence as a player in the beauty space, the group has brought on board four big names in the industry as its first ambassadors.

These include: ​​Celebrity make-up artist Nikki Wolff; Scottish beauty entrepreneur Jamie Genevieve; Victoria Magrath, a style expert; and celebrity fashion stylist Melissa’s Wardrobe.

Speaking about the new destination, Jack Bridges, Flannels’ creative consultant and partner at luxury designers Argent, added: “Flannels Southampton builds on the foundations of Flannels’ DNA and marks as the beginning of a key expansion outside of the principal Flannels Beauty Hall.

“Showcasing a unique store design and incorporating new concepts, the space has been designed as an extension of Flannels’ flagship stores, providing a retail destination with a unique beauty space, outstanding store designs and exceptional service-led propositions.”

More from inside Flannels' new store

Flannels makes stamp as prime beauty seller with first-ever in-store beauty ‘edit’

Flannels makes stamp as prime beauty seller with first-ever in-store beauty ‘edit’

Flannels makes stamp as prime beauty seller with first-ever in-store beauty ‘edit’

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