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New concept Flannels store to launch at Intu Merry Hill

Fashion retailer Flannels is to introduce a new concept store at Intu Merry Hill. The retailer has secured a 1,022 sq m (11,000 sq ft) upper level unit for the project.

Design is by Argent. The store will be first in a planned roll out of the new format, which will showcase an edit of luxury brands. The interior is to feature bold prints and fabrics that can be interchanged to create flexible and dynamic displays that evolve from season to season. A bespoke marble inlay floor will feature several types of marble.

The store will focus on customer experience, with striking entrance and till point areas. A click and collect service will allow customers to order from the entire Flannels range and collect in-store.

“We are excited to be launching our new store concept at one of the UK’s flagship destinations and to bring our luxury brand portfolio to shoppers based in the West Midlands. Intu Merry Hill is a key destination for us and offers the opportunity to reach customers in new parts of the country as a result of its 18 million a year footfall,” says Flannels head of brand Carl Tallents.

Intu regional managing director Nick Round says the new concept store will add to shopper appeal at the centre. “We’ve transformed a key part of the centre to create a brilliant new space where Flannels’ new concept store can really thrive,” he says.

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