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Flannels arrives on Oxford Street

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At 18,000 sq ft and trading from four floors, the new flagship on Oxford Street from luxury fashion retailer Flannels, opened yesterday, is an impressive new arrival on London’s principal mid-market shopping axis.

It is actually located at the east end of the street, beyond Oxford Circus, which is curious as this is a designer label proposition with the likes of Versace, Off White and Moncler, among others, comprising its offer. Yet It is in that part of the street where price-conscious retailers predominate.

From the outside, the store itself is a giant screen, on which multiple pieces of moving content have been displayed while the interior has been created (work began in 2017). Now it’s possible to take a walk around an interior that is a thing of marble flooring, aged brass fixturing in the mid-shop and around the perimeter and a lot of mirrors.

Each floor in fact follows the same layout and the lighting is subdued and intended to create areas of light and dark. Whether this will appeal to the kind of shoppers currently found in this part of Oxford Street is an interesting question.