Coggles, a luxury platform, transitions to a digital-only presence as Frasers Group repurposes its physical store for Flannels.
- Originally acquired by Frasers in June, Coggles’ standalone store in Alderley Edge has been revamped for the Flannels brand.
- The transformation is part of Frasers’ strategy to expand Flannels’ reach, aiming for wider luxury accessibility across the UK.
- Frasers’ acquisition includes a strategic partnership integrating financial services within its online platform.
- David Epstein confirms Coggles’ digital future, managed by a dedicated Manchester team.
Coggles, a renowned luxury platform, is set to become online-only, following its acquisition by Frasers Group in June. The shift entails the transformation of its flagship store in Alderley Edge into a Flannels outlet, aligning with Frasers’ broader retail strategy. This location, initially a former NatWest bank, had gained prominence since its opening in 2017. However, as of 31 October, it operates as a Flannels boutique, offering a curated selection of luxury apparel and accessories.
The decision to maintain Coggles as a digital entity highlights Frasers Group’s commitment to distinguishing its retail brands strategically. David Epstein, Frasers’ managing director of premium and luxury, reaffirms their vision, stating, “Coggles will continue as a digital platform with a separate team in Manchester.” This restructuring is indicative of Frasers’ intent to pivot towards digital in response to evolving market demands and consumer preferences.
The rebranding of Coggles’ physical space under the Flannels name is a key component of Frasers’ ambitious plan to proliferate luxury retail experiences through Flannels across the UK. This shift not only optimises physical retail spaces but also bolsters Flannels’ visibility and accessibility.
Integral to this transition is the comprehensive integration of Frasers Plus, a credit offering, into the online shopping experience via the Ingenuity platform. This move underscores the group’s focus on enhancing the customer experience through seamless financial solutions, potentially boosting online transactions and customer retention.
As Frasers Group continues to drive the expansion of the Flannels brand, the prioritisation of an online-first approach for Coggles reflects a strategic alignment with contemporary retail trends and technological advancements.
Coggles’ transition illustrates Frasers Group’s strategic retail evolution, emphasising digital growth alongside Flannels’ physical expansion.
