Dec 19, 2019
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Biggest Flannels store opens in Belfast, will be joined by Frasers next year

Dec 19, 2019

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.


Situated in key shopping area Victoria Square, the 30,000 sq ft 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 opening follows the recent debut of the £10 million Flannels flagship on London’s Oxford Street and shows how the group is forging ahead with its upmarket new vision for the firm. It’s a vision that seemed to be justified with its latest set of results showing an improving performance at Flannels.

“We are really proud to open this new luxury retail destination in the heart of Belfast. Our next-generation, elevated stores offer customers the biggest and best brands in luxury fashion and contemporary streetwear all under one roof,” said Frasers Group head of elevation Michael Murray.

Carrying menswear and womenswear brands from runway collections to streetwear drops, the labels available there include Moncler, Valentino, Balenciaga, Gucci, Burberry, Prada, Chloé and Off White, among others.


The Belfast store was designed by Argent, which specialises in luxury, whether that’s retail or residential, super yachts, and private jets. The company has been working on the group’s other Flannels stores as they’ve been upgraded to fit the new vision for the brand.

As well as the major brands it carries, in line with the trend towards boosting dwell time via more leisure options, the new store also includes an all-day café and bar for the first time, run by the local Writers Café Group.

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