Since launching earlier this month in Chantry Place, shoppers have been flocking to Flannels to browse items from major fashion brands.
The retailer has opened a 20,000sqft store in Norwich, which is Norfolk's first branch, in the former home of Sports Direct.
It stocks some of the biggest names in luxury fashion, including Balenciaga, Hugo Boss and Diesel, alongside an evolving roster of new and emerging labels.
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The Norwich Flannels is spread over three floors, though entry into the shop is only from the lower and upper ground floors of Chantry Place.
Lauren Barrie, group head of retail, luxury and premium, said: "We are really proud to open our next regional boutique in the heart of Norwich.
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"As we continue to expand and develop our vision, the store brings to life the Flannels brand in a physical space - providing an engaging shopping destination, with the biggest brands in luxury fashion and contemporary streetwear all under one roof.”
Paul McCarthy, general manager at Chantry Place, said: “Flannels brings the best of luxury and designer brands to Norwich.
"This is a huge milestone for us and will put Norwich firmly on the map for designer fashion and beauty."
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