Oct 10, 2019
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Beast to open flurry of Frasers, Flannels concessions

Oct 10, 2019

Grooming brand Beast is planning to make a major impact in physical retail from this autumn in a deal with Sports Direct's highest-end retail brands that will see male 'beauty' brands positioned at the heart of the Frasers and Flannels beauty halls.


The business has announced a UK-wide partnership with the Sports Direct chains to open 20 dedicated spaces within key stores from this autumn. Frasers department stores are yet-to-be-launched but have ambitious plans to create a new high-end entity, while upscale fashion retailer Flannels has already been making an impact, especially after its recent Oxford Street, London opening.

The two premium chains owned by the retail giant will launch Beast concessions in locations including London, Glasgow, Manchester, Newcastle, Dublin, Belfast, York, Bluewater, Meadowhall and Henley, as well as online.

This is claimed to be the first time male shoppers will find an edit of over 80 premium brands spanning categories like Body, Hair, Shave, Face and Fragrance in a dedicated beauty hall space.

“Beauty sits at the very core of our business and an expansion into men’s beauty is a natural and exciting step for us. Beast is a robust and modern brand which enhances our already well respected and established offer in the market,” said Ruth Newman, Director of Buying for Beauty and Home at House of Fraser.

“We are delighted to be partnering with Frasers and Flannels on this incredible expansion opportunity. Their knowledge and prowess in the retail space is second to none,” added Spencer Wallace, co-founder of Beast.

The partnership will extend beyond existing stores, with Beast also playing an important part in the rollout of new Flannels locations and Frasers stores throughout the next 12 months. The first five Frasers stores are set to open in 2020 and the Flannels locations will begin to launch this winter.

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