Flannels has opened its Oxford Street flagship store today, showcasing its new design concept and luxury brands.

The Mike Ashley-owned designer fashion outlet has opened its 18,000 sq ft London flagship in the capital’s West End. The £10m store introduces a new concept designed by Italian studio Pconp and features four floors of luxury menswear and womenswear lines.

It will also feature what Flannels calls a “unique concept floor”, which will “host a range of services and experiences with permanent and guest collaborators and concessions”.

Luxury fashion brands carried in the store include Gucci, Tom Ford, Fiorucci and Saint Laurent.

As part of the launch, Flannels will partner with American-based sneaker store Flight Club, housing the brand’s first-ever London retail space.

Flannels’ Oxford Street store will debut the brand’s Style & Collect service – which it calls a “luxury shopping experience on- and offline by marrying the convenience of click and collect” with its premium shopping environment.

The store is Flannels’ 45th in the UK and it plans to open a further 16 shops before the end of the year.

The retailer said this rollout of new stores, spearheaded by the Sports Direct’s head of elevation Michael Murray, “endeavours to strengthen the British high street, investing in disused locations and creating thousands of jobs across the UK”.

In pictures: Inside Flannels’ new Oxford Street flagship