Premium multi-brand chain Flannels is set to open in Hereford on 8 December, and will also open in Doncaster, Solihull and on London’s Oxford Street at a later date.
The Hereford store is on 51 Commercial Street and the locations for the Doncaster and Solihull stores have not yet been confirmed.
The Sports Direct-owned fashion fascia is expanding its retail footprint and now has stores in Manchester, Liverpool, Birmingham, Cardiff, Leeds, Nottingham, Plymouth, Sunderland, Metrocentre Gateshead, Swindon and Southport.
Flannels bought the former BHS store in St Helier, Jersey, in August with plans to open a 35,000 sq ft store in time for Christmas, but the store will temporarily be used for fellow Sports Direct-owned fascia USC at the end of this year.
A spokeswoman for Sports Direct said: “We will be opening a temporary USC store at the site in December and we look forward to welcoming customers in time for Christmas. We will be announcing exciting further plans for the site in the New Year.”
Middlesbrough’s former BHS store is set to reopen as three fascias – Flannels, USC and Sports Direct – following a £3m renovation, Drapers revealed earlier this month.
At the AGM in September, Sports Direct’s founder and chief executive Mike Ashley has said he could not guarantee his expansion plans for Flannels will prove a success.
The hope is that Flannels’ premium brands – “like Boss, Armani and Ralph” – will have a halo effect on Sports Direct, boosting the core sportswear business, he explained.
“Sports Direct isn’t just sports equipment, we have to be fashion as well and there is a weakness in that sports fashion offer. Flannels will have a halo effect and help us in that sports fashion area.”
If the strategy does not bear fruit within the next three to four years, he said he will return his focus to the value side of the business.