Business

Former HoF in Victoria Square to re-open as luxury Flannels brand

How the new Flannels store in Belfast's Victoria Square will look
How the new Flannels store in Belfast's Victoria Square will look How the new Flannels store in Belfast's Victoria Square will look

THE former House of Fraser in Belfast's Victoria Square will re-open on Saturday under the Flannels brand, which is part of the Sports Direct group.

Sports Direct boss Mike Ashley bought the HoF retail group out of administration for £90 million in August last year and split it into two divisions.

He has spent millions of pounds turning a number of former House of Fraser outlets into a new luxury mini-chain stocking more designer labels and catering to a more mass market audience.

Specialising in contemporary men’s and women’s designer clothing, footwear and accessories, the 30,000 sq ft store Flannels store opens to the public on Saturday with a brand portfolio including Gucci, Prada, Chloe, Burberry, Off White, Stone Island, Moncler and CP Company.

Michael Murray from Flannels said: “We are really proud to open this new luxury retail destination in the heart of Belfast.

“Our next-generation, elevated stores offer customers the biggest and best brands in luxury fashion and contemporary streetwear all under one roof, and Flannels Belfast is one of most exciting openings to date.”

Designed by London and Miami-based designers Argent - whose international projects include luxury residential, super yachts, private jets as well as upmarket retail - the new Flannels store brings a different level of luxury shopping to the city.

Julie King, asset manager for Victoria Square's German owners Commerz Real, said: “Flannels will be a valuable addition to Victoria Square, opening just in time for the peak Christmas shopping period.

“Commerz Real has a very good working relationship with Sports Direct Group and we were delighted to have agreed terms on a long-term lease for its store in Victoria Square earlier this year. We look forward to working together.”

The opening of Flannels Belfast marks the completion of the first phase of a multi-million pound transformation which will see luxury lifestyle store Frasers open in Victoria Square next year.