Frasers Group has strategically rebranded Coggles’ only physical store into a Flannels outlet.
- Coggles’ flagship store in Alderley Edge was its sole brick-and-mortar location since 2017.
- The transformation follows Frasers Group’s acquisition of Coggles earlier this year.
- Concerns have arisen within the industry regarding Coggles’ future as an independent entity.
- Frasers Group’s expansion under the Flannels brand is rapidly growing its presence across the UK.
Coggles, once a standalone beacon of luxury retail in Alderley Edge, Cheshire, has officially transitioned into a Flannels store following its acquisition by Frasers Group. This rebranding marks a significant shift for Coggles, which opened its only physical location in 2017. The 4,000 sq ft space is now part of Flannels’ expanding network of luxury outlets.
Earlier this year, Frasers Group acquired Coggles from THG, previously The Hut Group. This acquisition was part of a larger strategic partnership between Frasers and THG that included other luxury e-commerce sites such as The Hut, MyBag, and Allsole. Collectively, these brands achieved £43 million in sales during the year ending December 31, 2023, maintaining a break-even status.
Within the industry, there are rising concerns about Coggles’ continued independence under Frasers Group’s ownership. The takeover has intensified Frasers’ influence in the premium and luxury market, prompting apprehensions among some brands. Notably, THG informed several premium and luxury brands in June about the cancellation of orders for upcoming autumn/winter 2024 and spring/summer 2025 collections.
Coggles was founded in 1974 by Victoria Bage as an independent boutique in York. It joined the THG portfolio after being acquired out of administration in 2013. Before the rebranding, Coggles featured over 200 designer brands online, including prominent names such as Balenciaga, Bottega Veneta, and Gucci. Its physical store closure coincides with Flannels’ aggressive expansion strategy, which recently saw the opening of flagship stores in Leeds and Milton Keynes, bringing the total number of Flannels locations to over 80 in the UK and Ireland.
Despite the changes, Frasers Group has chosen not to comment on the rebranding decisions or future plans for Coggles. This quiet transition reflects broader trends in the retail sector, where consolidation and brand transformations are reshaping the landscape for high-end fashion retail.
Coggles’ transformation into Flannels epitomizes Frasers Group’s aggressive expansion in luxury retail.
