What: Flannels is making space for a Barry’s fitness studio inside its new Liverpool store, a first for both companies.

Why is it important: Partnering with a gym club can represent a great opportunity to drive traffic while maximizing store space.

The Barry’s studio will offer classes, protein shakes, and a place to test drive clothing and equipment from brands including Lululemon Athletica. Flannels and Barry’s also plan to host joint events for their overlapping customer base, while Flannels will be treating its own staff to Barry’s classes.

Barry’s will be 7,000 sq. ft. and will sit in the “World of Active” conceptual space. Flannels believes this tie-up will appeal to “luxury consumers and fitness fanatics” who will now be able to shop for fashion, and do their HIIT workouts, all in one place.

The new studio will have high-tech Woodway treadmills alongside equipment including dumbbells, and benches, high-end changing facilities, including complimentary towel service, and luxury beauty and grooming products. A Barry’s Fuel Bar will offer a menu of post-workout shakes by the brand Hermosa.

Flannels flagship to open a Barry’s fitness studio