Frasers Group’s FLANNELS opens in Midsummer Place, Milton Keynes with its Sports Direct brand set to follow

Frasers Group’s FLANNELS has opened in Midsummer Place in Milton Keynes with Sports Direct also due to open before Christmas. The brands join several new openings due to happen at the shopping centre.

FLANNELS has signed up to take circa 20,000 sq ft and will launch their luxury beauty and fashion brand offer on 8 November 2024.

The store opening demonstrates FLANNELS’ continued belief in physical retail and its strategy to bring luxury experiences to untapped markets, placing FLANNELS at the forefront for luxury fashion with new consumers.

Lauren Barrie, Group Head of Luxury & Premium at Frasers Group comments:

“FLANNELS Milton Keynes brings our mission to extend luxury to every corner of the UK to life. Transforming the former Debenhams space into a modern luxury hub, we’re thrilled to be the go-to luxury destination in Milton Keynes, meeting customers' evolving needs with an engaging retail experience.”

Sports Direct and FLANNELS will join Apple, which moved to a larger unit in the summer to open a next Generation Apple store, the second to open in the UK and the first outside of London. Lane 7 will follow, completing the transformation of the former Debenhams store location, adding an exciting leisure brand to complement the existing fashion offer.

Simon Martin, Centre Manager at Midsummer Place said: “Frasers Group’s Sports Direct and FLANNELS will be exciting additions to the existing Midsummer Place line up. The FLANNELS opening signals the next phase of the transformation happening at Midsummer Place with more to come next year.”

The 60,000 sq. ft Sports Direct store will offer the world’s biggest sports and lifestyle brands across footwear, clothing and equipment, and the store will also feature more brands from Frasers Group’s ecosystem including USC, Evans Cycles, and GAME.

Further information on future lettings, including timings, are expected to be announced in the coming months.