New flagship Flannels stores to include ‘world first’ social media integrated clinic

Flannels' Liverpool store. Image courtesy of Flannels

Flannels' Liverpool store. Image courtesy of Flannels

Flannels says its new seven-storey Liverpool store will be home to the first-ever social media integrated clinic when it opens in June.

The new Esho clinic in the Flannels store will feature a live streaming screen that transmits to the shop floor and integrates with social media platforms including TikTok. Currently, says Esho, one person is joining its waitlist for the clinic launch every 10 to 15 minutes. Customers can move up the waitlist by sharing it with friends.

The Esho lip doctor brand launched last May, selling at home treatments that promise in-clinic type results. From the Esho studio, it will now offer ‘tweakments’ such as non-surgical, injection-free lip fillers.

Dr Tiijon Esho MD, founder of Esho, says: “We launched Esho in 2021 with minimal marketing spend and the success we’ve achieved to date is testament to the efficacy of the product range. In 2022, we’ve been so excited to see some incredibly exciting online launches and this bricks and mortar launch means a lot to me as a founder – to see the range in stores in person is a grounding moment and I’m extremely proud of the team who helped create these products. I am very much looking forward to spending time in Liverpool at the tweakments space in the store, and to seeing the products rolled out for the first time.”

Since Esho launched in May 2021 on QVC, its targeted lip care line has taken off in popularity. It has since sold online with Feelunique and is also launching on sites including Flannels, Asos and Lookfantastic.

Sophie Blackledge, head of beauty at Flannels, says: “Named the ultimate lip expert, we are so ecstatic to be joining forces with Dr Tijion Esho for our most exciting beauty hall launch to date. Renowned for his non-surgical, injection-free treatment, he has truly become a house-hold name in his own right – the master of plumped lips. The pairing between Flannels Beauty and Dr Esho is only the beginning of us bringing an added dose of heat regionally – and a huge win for our Liverpool flagship.”

The new 120,000 sq ft Flannels Liverpool flagship store, built over seven storeys, will feature fashion and beauty ranges alongside two restaurants and a roof terrace in a luxury environment.

Flannels, which opened its first shop in 1976, now sells online and in 40 shops across the UK, including a London flagship that opened in September 2019. Its Flannels Beauty business was launched in 2021. Flannels is part of Frasers Group, and is ranked Top350 in RXUK Top500 research.

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