What: Flannels’ Leeds flagship now features a HiiClub wellness studio, blending performance, recovery, and fitness with premium active and fashion brands in an experiential retail environment.

Why it is important: Blending wellness, fitness, and premium fashion in a single space reflects the evolution of flagship retail into immersive, lifestyle-driven destinations that foster deeper customer engagement.

Flannels has unveiled a 5,000-square-foot HiiClub wellness studio within its Leeds flagship, situated on the store’s active floor alongside leading brands such as On, Lululemon, Boss Green, and Represent 247. The studio offers strength, conditioning, and running zones, a reformer pilates studio, and a dedicated hot and cold therapy suite, creating a holistic environment for performance and recovery. This initiative is part of Flannels’ broader mission to reimagine retail as an experiential, lifestyle-led environment and to strengthen its position in the premium active and wellness category. By integrating wellness experiences with fashion and community-focused events, Flannels is responding to evolving consumer priorities and setting a new standard for flagship retail. The move also reinforces the retailer’s commitment to local relevance and community engagement in the North, where the Flannels brand originated. This approach exemplifies how flagship stores are transforming into multi-functional destinations that drive footfall, foster loyalty, and deliver deeper customer engagement.

IADS Notes: Flannels’ integration of the HiiClub wellness studio within its Leeds flagship is emblematic of the broader shift toward experiential, lifestyle-led retail environments in the premium sector. As detailed by Retail Gazette (November 2025), the initiative blends performance, recovery, and holistic wellness with leading active and fashion brands, positioning Flannels as a destination for both shopping and wellbeing. This move aligns with Frasers Group’s wider investment in experiential retail and premium activewear, as the group seeks to differentiate its stores and capture evolving consumer priorities (WWD, October 2025). The rise of wellness and fitness in luxury retail, as highlighted by Vogue Business (September 2025), underscores the growing convergence of fashion, health, and community experiences, with flagship stores increasingly serving as hubs for local engagement and brand events (Inside Retail, August 2025). By focusing on local relevance and community-building, Flannels is redefining the role of flagship stores in the North, setting a new standard for immersive, multi-functional retail spaces that foster loyalty and drive footfall in a competitive market.

Flannels opens premium health and fitness club at Leeds flagship store