Flannels has partnered with premium health and wellness club HiiClub to launch a “fitness and recovery destination” at its Leeds Briggate flagship.
The 5,000 sq ft studio is within the store’s active floor, which is dedicated to performance and recovery wear and features brands such as On, Lululemon, Boss Green and Represent 247.
It features strength, conditioning and running zones, a reformer pilates studio, as well as a dedicated hot and cold therapy suite.
The opening marks the latest move in Flannels’ mission to reimagine retail as an experiential lifestyle-led environment and grow its reputation in the premium active and wellness category.
Frasers Group head of retail Lauren Barrie said: “Introducing HiiClub to our Flannels Leeds flagship allows us to offer a wellness experience that sits naturally alongside our active and fashion brands. It’s a meaningful addition for the local community and reflects our ongoing investment in the North, where Flannels’ story started.
“HiiClub Leeds represents a new kind of destination for our customers, one that brings retail, performance and wellbeing together in a way that feels authentic and relevant.”
HiiClub co-founder Josh Rose added: “Bridging the gap between fashion, lifestyle and fitness feels completely natural to us as a brand, and I’m genuinely excited about what’s ahead.
“There’s nothing we love more than bringing our community together through brand events and meaningful collaborations. By working with Flannels in this way, we can really amplify these moments and give our customers the best possible experience.”
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