Frasers Group has officially transitioned Coggles to an online-only entity after opening a Flannels boutique in Alderley Edge.
- Coggles, initially launched with a flagship store in 2017, will now focus solely on digital retail under Frasers Group’s strategy.
- The Alderley Edge location, once a 4,000sq ft Coggles shop, has been converted to a Flannels store specialising in luxury fashion.
- David Epstein, Frasers Group Director, indicated that Coggles will operate with a dedicated team in Manchester.
- Frasers Group’s acquisition from THG furthers their ‘extend luxury’ strategy by integrating Flannels and digital expansions.
Frasers Group, having acquired Coggles earlier this year, has decided to pivot the brand to an online-exclusive platform. Originally functioning from a flagship store in Alderley Edge, this location has been revamped to house a new Flannels boutique, marking a significant shift in Frasers’ retail strategy.
The decision to close the physical Coggles store aligns with Frasers Group’s broader plan to expand their luxury brand presence through digital channels. The Alderley Edge outlet, which opened in 2017 in a former NatWest bank building, serves as a testament to this strategic shift as it reopens as a Flannels store. This Flannels store now features a curated collection of luxury accessories and apparel, reshaping how the retail space is utilised.
Under Frasers Group’s guidance, Coggles will continue its operations from Manchester, where a dedicated team will manage its digital platform. David Epstein, managing director of premium and luxury at Frasers, emphasised the transition, stating, ‘Coggles will continue as a digital platform with a separate team in Manchester’.
This move is part of a larger strategic partnership between Frasers Group and The Hut Group (THG), from which Coggles was acquired. The partnership integrates Frasers Plus credit offerings into THG’s Ingenuity platform, enhancing the customer experience and broadening the reach of Frasers’ luxury offerings. The overarching aim is to ‘extend luxury to every corner of the country’, propelling the group’s ambitions within the high-end retail market.
Frasers Group’s strategic move to focus Coggles’ operations online while expanding Flannels’ physical presence signifies a decisive shift in their luxury retail approach.
