Luxury retailer FLANNELS is opening three UK beauty destinations in new flagship stores this year in a bid to disrupt the beauty retail market.
FLANNELS is one of the UK's fastest-growing luxury retailers; the company has launched five new stores since September alone. Now, it's set to transform beauty shopping in a major way as it unveils the most disruptive beauty launch of the decade, rolling out both across the UK and digitally.
FLANNELS Beauty is based around a modern understanding of how consumers engage with beauty – across multiple brands, price points, and a unique mix of heritage, challenger, exclusive and pharmacy brands, including icons such as CHANEL, Dior and Charlotte Tilbury alongside newer names such as Le Labo, Augustinus Bader and Natasha Denona.
To house all of these, FLANNELS Beauty has reinvented the traditional beauty hall as the Beauty Haul – referencing a modern consumer mindset and reflecting the way consumers want to shop multiple brands, products and price points at once.
Rebelling against traditional beauty halls, which the retailer says concentrate their attention on international consumers and take a London-centric approach, FLANNELS Beauty has a laser focus on reimagining the high street throughout the UK - bringing world-first real life beauty experiences to locations that have a huge appetite for agenda-setting beauty and style.
The first of three new FLANNELS Beauty departments opened at the new flagship store in Sheffield Meadowhall on 19th July, and the others will follow in Leicester and Liverpool this year. The new stores are the first phase of the company’s major and long-term investment into the beauty category.
Alongside products, the stores will also contain exciting world-first beauty features to take beauty shopping to the next level including Beauty Changing Rooms – interactive, digitally-connected private spaces designed to test, trial, and play with products. The state-of-the-art pods allow shoppers to escape to their own beauty enclosure, allowing them to swatch lipsticks, test foundation shades and be as creative as they like.
Each beauty changing room will feature a fully equipped vanity mirror which also doubles up as a personal photographer, with complimentary studio lighting to deliver the perfect selfie (taken by foot to maintain hygiene standards, with images delivered direct to the shopper's device via a snap of their personal QR code) at the click of a button – and they even have a hidden wind machine.
For an ultra-personalised shopping experience, FLANNELS has created the Beauty Starring You personal shopping and concierge services.
Meanwhile, the FLANNELS Beauty Bar is a first-of-its-kind bar with the latest ‘menu’ of trends, products, and exclusive beauty collaborations to be enjoyed over coffee or cocktails.
Michael Murray, FLANNELS Head of Elevation, says: "As a business, we always want to push boundaries and disrupt retail. Even before the events of last year, we felt that beauty retail was ripe for reinvention, so it feels like a natural progression for FLANNELS. With our strategy of regional expansion, we are already one of the key players focussed on rebuilding the UK high street, which is where FLANNELS began - and we have no doubt these regional beauty flagships will excel. We believe everyone should be able to enjoy and feel part of the world of luxury beauty."