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Exclusive: Flannels to open kids-only store

Flannels silverburn exterior

Sports Direct-owned premium multibrand retailer Flannels is set to open a dedicated kidswear shop in Westfield Stratford, as it gears up for a string of launches over the next few weeks, Drapers can reveal. 

The kidswear shop will be called Flannels Kids. It is not yet clear what brands will be stocked at the store, which will open at the end of November.

The move marks the first of its kind for Flannels, which currently offers kidswear at 14 stores including branches in Liverpool, Leeds and Meadowhall in Sheffield. Its children’s brands include Stone Island, Dsquared2 and Marc Jacobs.

Flannels currently operates 16 full-line stores across the UK and is poised to open further two in Middlesbrough and Shirebrook in Nottinghamshire in November. 

Another shop in Altrincham, Greater Manchester, will open in early December.

Flannels head of operations Carl Tallents confirmed the store openings and their timings, adding: “Our customers in those areas will be able to buy some of the most sought-after designer products. We can’t wait to bring the Flannels experience to the people of those towns as well as their surrounding areas.”

Flannels is also planning to open its London flagship on 161-167 Oxford Street, which Drapers previously revealed was pushed back to February 2018.

The news comes after Sports Direct confirmed last month that it now owns 100% of Flannels, in a move to ”significantly enhance earnings in [its] premium lifestyle division in the medium- to long-term”. The sportswear retailer previously owned a majority stake in the firm. 

It added at the time that Flannels founder Neil Prosser, who founded the multibrand chain in 1976, will remain an “integral part” of the business.



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