A NEW 14,000sq ft store in the heart of Chester has opened its doors to shoppers.

Multi-brand retailer Flannels on Eastgate Row has launched at a property which previously formed part of Browns of Chester and officially opened on Friday, August 23.

Inside are three floors of men’s and women’s luxury designer clothing and accessories, featuring brands such as Burberry, Saint Laurent, Off White and Stone Island.

Michael Murray, head of elevation for Flannels said: “We are really proud to open this new luxury retail destination in the heart of Chester. Our next-generation elevated stores offer customers the biggest brands in luxury fashion and contemporary streetwear all under one roof.

"The overall concept is to provide an intimate and luxurious boutique-style store on a very large scale.”

Ahead of the brand’s London flagship opening in September, the Chester store is the retailer's 42nd location and was designed by London and Miami-based designers Argent, whose international projects include luxury residential, super yachts, private jets as well as upmarket retail.

Customers enter the store through a discreet, modern shopfront that leads through to a 3x4m state-of-the-art digital screen and newly installed atrium allowing a preview of the three-storey store.

Jack Bridges, partner at Argent Design, said: “For Flannels Chester, we wanted to create a modern retail environment that injected the brands contemporary DNA into the space while being sympathetic to the original building and its features.

"We created a three-storey vertical link to open and connect the space and allow natural light to filter in."

Flannels Chester will also debut the brand’s Style & Collect service, where shoppers can purchase online and have their order delivered to the store, where their pieces will be ready to try on in one of Flannels’ luxury changing suites, with assistance from the brand’s trained fashion advisers.