Flannels opens premium fitness club within its Leeds flagship

Luxury retailer Flannels, part of the Frasers Group, has opened a premium health and fitness club in collaboration with HiiClub within its Leeds Briggate flagship.

In a statement, Flannels said the move is part of its strategy to “evolve the boundaries of physical retail,” by offering “an experiential, lifestyle-led environment,” which ties in with the growing influence of the premium active and wellness category.

The new HiiClub is situated within Flannels’ active floor, a dedicated level of the Leeds flagship designed for performance, recovery, and style, which features brands including Vuori, On, Lululemon, Boss Green, Represent 247, and a newly opened 18Montrose shop-in-shop.

The 5,000 square foot space blends high-performance training with recovery, featuring three distinct zones: HiiTrain, a strength, conditioning, and running zone; HiiBalance, which boasts Leeds’ largest reformer Pilates studio; and HiiContrast, a hot and cold therapy suite.

Lauren Barrie, group head of retail at Frasers Group, said: “Introducing HiiClub to our Flannels Leeds flagship allows us to offer a wellness experience that sits naturally alongside our active and fashion brands. It’s a meaningful addition for the local community and reflects our ongoing investment in the North, where Flannels’ story started.

“HiiClub Leeds represents a new kind of destination for our customers, one that brings retail, performance, and wellbeing together in a way that feels authentic and relevant.”

HiiClub, founded by Josh Rose, Lloyd Riddell, and Stephanie Barlow, is looking to transform the fitness landscape with its boutique-hotel aesthetic combined with comprehensive programming and recovery. The space with Flannels Leeds marks the brand's second location, following a successful Newcastle debut just 15 months ago.

Rose, co-founder of HiiClub, added: “Bridging the gap between fashion, lifestyle, and fitness feels completely natural to us as a brand, and I’m genuinely excited about what’s ahead. There’s nothing we love more than bringing our community together through brand events and meaningful collaborations. By working with Flannels in this way, we can really amplify these moments and give our customers the best possible experience.

“Ultimately, we want people to get obsessed with HiiClub the way we are - not just for the workouts, but for the connections and positive lifestyle shifts that naturally come from being part of our community,”