Retailer reveals plans for 120,000 sq ft flagship store in Liverpool

A 120,000 sq ft department store will open in Liverpool next autumn on the site of the former Owen Owen store.

Flannels, which currently has a city centre shop in Liverpool One, plans to launch a seven-floor flagship store on Parker Street. The site was more recently home to Tesco.

Flannels is part of Frasers Group, the Mike Ashley-owned retailer which includes Sports Direct, House of Fraser, Agent Provacteur, Jack Wills, Game and Evans Cycles.

It is rolling out a strategy of “elevation” and aims to have 15 new stores in the next five years. Alongside Liverpool, it is also planning 2021 openings in Sheffield and Leicester.

Frasers Group’s head of elevation Michael Murray said: “Liverpool is the fifth largest retail centre in the country, and in our opinion underserved – we’ll be the first and only multi-category destination to mark the city.

“The market has an unmatched appetite for the type of luxury we do best. We’re incredibly excited to deliver a world-class experience to the city and have no doubts on the success of our strategy.”

The £4bn-turnover group has continued to be bullish and has continued to invest despite the face of problems on the high street. However it has also faced short-term challenges, and it withdrew its profit guidance – causing its share price to fall 10% – after tier 4 restrictions were imposed in London and the South East.

The planned Liverpool store will include a rooftop restaurant, a large beauty area, and a sports and leisure floor that will include a fitness studio.

Murray added: “We recognise Liverpool as a powerhouse of culture and style – it’s a symbiotic home for Flannels. While the idea of the ‘regional divide’ is dead, we recognise that communities are welcoming exciting, much-needed additions to their high streets with open arms.”