A part of its success components? Bringing the buzziest luxurious and up to date trend labels to regional U.Ok. cities and tending to these areas’ fashion-savvy buyers, who’ve traditionally been underserved — for merely selecting to reside exterior London.
“We’ve proved our idea and the truth that the buyer actually does exist in regional cities, they’re simply not being served in a contemporary, forward-thinking manner. That’s what we need to apply now to the beauty class,” stated Michael Murray, the retailer’s head of elevation.
Not solely does Murray need to make the most effective of magnificence extra accessible to regional audiences — the thought is to supply established labels like Chanel and Dior, subsequent to specialty manufacturers and hyped-up digital names like Patrick Ta — but in addition supply a brand new, extra fashionable bodily retailer expertise.
“There’s a cause why magnificence halls are closing all around the globe as a result of the idea is useless — it’s a dying enterprise mannequin. So we’ve actually ripped up the rule guide and put the buyer first with a multibrand strategy,” stated Murray.
Which means that Flannels’ magnificence specialists can be promoting throughout all of the completely different manufacturers on supply, serving to prospects choose what’s greatest for them as a substitute of sitting behind particular person manufacturers’ counters.
“The specialist can stroll you round all the completely different areas, counters and types, after which create a glance that fits you with no model bias,” stated Murray.
There may even be a magnificence bar on the store flooring, the place prospects can sit down, sip a glass of champagne and take a look at the merchandise on the bar’s ever-changing menu. The concept is to make the expertise extra “interactive” and create alternatives for model takeovers, events, magnificence tutorials and extra.
Native magnificence therapists may even have the ability to use the wonder bar as their model of a “scorching desk” and begin treating shoppers from the Flannels store flooring.
“I wished to permit manufacturers the possibility to construct shut relationships with the customers, and get them to find extra about their merchandise and tales. We’ve obtained a really thrilling calendar with model occasions and count on this to be an enormous hit with regional prospects, driving that in-store engagement,” added Murray.
There are additionally moveable cost methods and digital screens dotted across the new house, which can permit the retailer to spotlight social content material inside its bodily areas.
“We’re a digital-first enterprise so every little thing we do within the bodily retailer has to have a web based presence, too,” stated Murray. “There’s an entire digital content material technique in shops with screens that make it very straightforward to host model takeovers, change content material rapidly and react to developments.”
In accordance with the corporate, magnificence manufacturers rapidly jumped on board and there are a selection of exclusives within the work, with the likes of Patrick Ta, one of many magnificence world’s largest Instagram personalities. He has turned his 2.2 million following right into a burgeoning make-up enterprise.
“The wonder trade has been starved of forward-thinking and modern enterprise fashions. That’s why, I feel manufacturers have been holding again and simply logging on for the previous few years. However they welcomed our idea with open arms as a result of we are actually investing big sums of cash on new ideas like cross-selling,” stated Murray.
However it is going to be properly definitely worth the funding, in a saturated panorama the place “everyone’s logging on” and retailers have to have a powerful level of distinction and supply manufacturers alternatives to boost their methods and join with new audiences.
The plan is to open three extra areas within the subsequent 12 months, and as much as 10 to fifteen extra doorways in the long term, with the main target being on regional cities.
“We’ve to be including worth to a metropolis which is presently underserved. London is over-served, so we’re not taking a look at opening magnificence in London. That’s the primary cause why we selected to start out with Liverpool, Sheffield and Leicester: They’re big cities with a really fashion-focused shopper and demographic which has simply been severely underserved for the previous few a long time. That’s the place the chance lies: Specializing in that shopper and bringing the most effective of London to their doorstep,” he added.