What: Flannels is doubling down on its partnership policy: after the Barry’s gym club, a ESHO clinic.

Why it is important: The partnerships are especially well chosen when it comes to targeting a specific demographic or customer.

Flannels has made a partnership with ESHO, a DTC cosmetic brand launched in 2021 renonwed for its non-injectable treatments for lips, to open a social media ready clinic with live streaming screen which will transmit to the shop, a Hydrafacial bespoke suit, a champagne recovery room for non-injectable customers, and customers will also have the possibility to buy in person the products, which is a premiere.

The Flannels store in Liverpool will span over 12,000 square meters and will also include two restaurants and a roof top.

Flannels to open a cosmeceutical space in partnership in its new Liverpool store