‘Welcome to new luxury’: Why Frasers Group is ‘rewriting’ the Flannels brand
Flannels has repositioned to reach a new, younger breed of luxury consumer, as its new CMO says the brand was unclear on who it was speaking to in the past.
Flannels has been a fixture of the British high street for decades, stocking a portfolio of designer brands in its stores up and down the UK. Yet, in 2017 the business was barely making a profit.
That year the business was acquired by Frasers Group, the retail giant behind brands such as Sports Direct and Game. On a mission to turn the retailer around, Frasers Group boosted the number of Flannels stores from 16 to over 50, and this year credited the brand with driving a 43.6% increase in its overall premium lifestyle revenue in 2022.