Under its billing as the “UK’s home of New Luxury”, Frasers Group has opened its latest luxury Flannels destination, this time in Milton Keynes.

Located in the Buckinghamshire city’s Midsummer Place Shopping Centre, the 20,000 sq ft store “transform[s] the former Debenhams space into a modern luxury hub”.

It becomes the latest in an ever-growing number of physical retail locations for the brand that now numbers over 80 units across the UK and Ireland. It quickly follows on from key openings in Leeds and Meadowhall, Sheffield.

It’s an expansion that reflects Flannels’ continuing ability to attract major international high-end fashion names under one roof “bringing the best of luxury to the local community, through Flannels’ innovative and  modern lens”.

The store features a curated selection of luxury and contemporary menswear, womenswear, and junior apparel, footwear and accessories highlighting major names including Balenciaga, Off-White, Stone Island, Vivienne Westwood, Represent, Boss, and New Balance. 

And of course, the brand has also headed into beauty in a big way since its launch into the category three years ago.

Since “disrupting the beauty market with the 2021 launch of Flannels Beauty, the new store also offers in-demand luxury beauty to the regions and leading with novel experiences such as the [our] Beauty Bar and the world-first Beauty Changing Rooms concept,” it said.

Overall, the retailer said the aim is to deliver “the next level of in-store experience for customers, partnering with luxury brands and cultural leaders” including CP Company, Hennessy x Kim Jones, Creed, and Beyoncé’s Renaissance World Tour “on a diverse range of events and activations”.