The wait is finally over as a luxury fashion retailer is opening its first Norfolk store in Norwich today.

Flannels is located on the lower ground and upper ground floors of Chantry Place in the former home of Sports Direct.

It was founded in 1976 in the north of England and it stocks designer fashion for women, men and children.

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Among the major brands stocked in the Norwich store are Balenciaga, Diesel and Off-White. 

Norwich Evening News: The Flannels entrance on the lower ground floor of Chantry PlaceThe Flannels entrance on the lower ground floor of Chantry Place (Image: Submitted)

Flannels was fully acquired by the Frasers Group in 2017 and it has more than 70 stores across the UK.

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The Norwich branch will open to customers at around midday today (Thursday, April 18).

Sports Direct is also owned by the Frasers Group and it relocated to Frasers' new concept department store in Chantry Place in September 2023. 

Elsewhere in the shopping centre, it was recently announced that Spanish fashion brand Mango will open in the former home of Monsoon and Accessorize on the upper ground floor.