The opening of the flagship Flannels Beauty store marks the beginning of a major long-term investment in the category as Frasers Group aims to transform the way consumers shop for beauty.

The new concept is the first of three Flannels Beauty stores set to open in 2021. The two other flagships will open in Leicester and Liverpool.

The first store, in Sheffield’s Meadowhall shopping centre, will span 30,000 sq ft and offer products from multiple brands across a range of price points. 

Frasers Group head of elevation Michael Murray told Retail Week: “Our initial beauty research showed that there’s been a definite shift in the profiles of people shopping for luxury beauty but that current beauty retailers have not adapted to meet the needs and appeal to a newly multicultural, dynamic, fluid and diverse customer.”

The new concept stores will feature recognisable and emerging brands, such as Estée Lauder perfume brand Le Labo. The flagship will also carry luxury brands such as Gucci Beauty, Chanel and Charlotte Tilbury.

The retailer also hopes in-store experiences will enhance beauty enthusiasts’ visits to the store.

Trial booths will allow testing of new products and samples

Murray said: “Our beauty halls will feature world-first beauty experiences, including the Beauty Changing Rooms – interactive and digitally connected private test-and-trial booths to allow customers to try out the latest launches and product samples their way.”

This new format is Flannels’ way of addressing consumer product testing in the Covid era as retailers ponder how best to allow customers to try out products due to increased hygiene requirements.

A further attraction is the Beauty Store. In-store experts will also provide guidance and recommendations to customers, while personal shopping and concierge services are also available. All in-store tills have been replaced with iPads.

Online investments continues

Murray explained: “We are confident in our ongoing elevation strategy and believe if you’ve got the right location, right environment and right brands then there is still a massive demand for physical space.”

He added that as well as bringing “a world-class shopping experience to high streets”, Flannels will continue “to elevate and invest heavily into our online presence”. The Flannels Beauty digital offering will launch on the same day as the Sheffield store opening, illustrating the brand’s multichannel approach. 

Alongside the new beauty flagships, Flannels has opened five of its eponymous department stores across the UK since September 2020.