Frasers Group Brings Former JD-Owned Brands To Flannels Rebranding

Frasers Group Brings Former JD-Owned Brands To Flannels Rebranding

May 11, 2023
Dom Challis

Frasers Group, the intellectual property group that’s named after its ownership of House of Fraser, has just acquired the three retail chains Guilio, Choice and Base Childrenswear as it looks to bring more brands into its Flannels safety net.

The group purchased the three chains and 12 others from JD Sports back in December for a total of £47.5 million.

It’s been reported that Choice and Guilio are to be merged together under the Flannels brand, while Base Childrenswear is set to be rebranded as Flannels Junior.

After years of closing down House of Fraser stores and constant closing sales, the new CEO of Frasers Group, Michael Murray (seen above on the right) is looking to reimagine the store chain by merging it with other brands the group owns, specifically luxury streetwear retailer Flannels and Sports Direct. 

Guilio, Choice, and Base Childrenswear have also been launching closing down sales recently but are now expected to be saved by Frasers Group who will be looking to build on the rebranding of Flannels to merge with the recently acquired chains. 

Frasers will close the stores of each chain permanently but only in areas that already has existing Flannels outlets. 

As a part of its rebranding efforts, Flannels has recently renamed its flagship London store in Oxford Street as Flannels X and is the new area for pop-ups, gigs, exhibitions and exclusive experiences.

One of the first events to be held at this rebranded Flannels store was the launch party for Kano’s CP Company collection that’s exclusive to Flannels. The event welcomed a star-studded line up of musical artists and actors – including the stars of Top Boy

Other chains and brands Frasers Group have acquired from JD Sports recently include Missguided, Amara, and Gieves & Hawkes.  

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