Frasers Group (the former Sports Direct) has opened its biggest Flannels store to date with the new location occupying the top floor of the former House of Fraser branch in Belfast. the 2790sqm shop is the first step in the transformation of the ex-HoF store with the new upscale Frasers department store concept set to join it next year. The store carries menswear and womenswear brands from runway collections to streetwear drops. The new location also includes an all-day café and bar for the first time, run by the local Writers Café Group. The Belfast store was designed by Argent, which specialises in luxury, and who has been working on the group's other Flannels stores as they've been upgraded to fit the new vision for the brand.