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At Flannels, Crafting Regional Retail Strategies to Drive Growth

British luxury retailer Flannels plans to open up to 15 experience-oriented flagships before 2025 to drive growth. BoF meets incoming CEO Michael Murray to discover how regional retail is evolving and how retailers can unlock growth outside of global cities.
Flannels Liverpool Flagship Store, Flannels.
Flannels Liverpool Flagship Store. (Argent Design)
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Since 1976, luxury retailer Flannels has operated as a specialist in building and maintaining a successful regional store network, leading to its acquisition by Frasers Group in 2017. Today, Flannels is continuing that expansion, with plans to open a total of 15 experience-oriented flagships across the UK by 2025.

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