What: Flannels, under the leadership of David Epstein, is focusing on regional expansion, new store formats, and exclusive brand partnerships to redefine luxury retail in the UK.

Why it is important: This strategy highlights Flannels' efforts to disrupt the traditional luxury retail market by targeting regional consumers and offering immersive in-store experiences, positioning the brand as a key player in the evolving luxury sector.

Flannels, part of Frasers Group, has been rapidly expanding under the guidance of David Epstein, Managing Director of Premium and Luxury. The brand has grown from a small six-store operation into the largest multi-brand premium fashion retailer in the UK. Epstein emphasises Flannels' focus on regional consumers, who have been underserved by traditional luxury retailers. The company has invested heavily in upgrading its store network, including flagship locations like its new six-floor Leeds store. These stores feature unique elements such as gyms, cafés, and exclusive brand activations with luxury names like Prada and Valentino. Flannels is also experimenting with new categories like activewear and homewares while maintaining strong partnerships with major luxury brands. Despite challenges in the broader market, Epstein remains confident in Flannels' long-term growth strategy, which continues to prioritise innovation and regional customer engagement.

What is Frasers’ grand plan for luxury retailer Flannels?