What: The UK retailer is rebranding its London flagship to Flannels X, a space for cultural creators to exchange and broadcast ideas.

Why it is important: Flannels is looking to immerse its brand into consumers’ lives by engaging more deeply with younger audiences and investing in people-led experiences.

The 18,000-square-foot space will now act as a stage for cultural creators, rather than a space for selling products. Influential creatives will be invited to act as cultural creators and offer an intimate look inside their personal universes.

The flagship will have activations from store takeovers to collaborations with leading creatives in addition to a monthly talk series which will be broadcasted to other regional Flannels stores.

The new flagship aims to differentiate in a crowded market by creating a connection between the store and the consumer. As younger generations will account for 80% of global luxury purchases by 2030, Flannels is looking to offer a more welcoming space for these consumers by putting them at the center of culture.

The retailer is investing for longevity and to future-proof the business, which means measuring success beyond footfall and sales and focusing on reaching target demographics, positive customer sentiment, and media feedback.

Flannels accounted for 22% of Frasers Group’s total revenues at GBP 1.05 billion for the fiscal year ending in April 2022.

A new playground for luxury: Flannels rethinks role of flagship store