Flannels expands HiiGrind partnership to Metrocentre store
Flannels has opened a HiiGrind coffee shop in its Gateshead flagship, expanding its partnership with wellness brand HiiClub to create destination stores
UK luxury retailer Flannels has expanded its partnership with health and wellness brand HiiClub, opening a HiiGrind coffee shop in its Metrocentre store in Gateshead, Newcastle in August. This marks the fifth HiiGrind location within Flannels' flagship stores, following openings in Meadowhall, Leeds, Leicester Fosse Park, and Liverpool.
Frasers Group chief retail officer Lauren Barrie states the company is "continually looking" at how to evolve its stores. "HiiClub was a natural partner because it shares our focus on premium experiences," she says. The partnership aims to create destinations where customers can shop, connect, and socialise, moving beyond traditional retail.
Creating destination stores
Like many physical retailers, Flannels seeks to offer more than just shopping. The collaboration with HiiClub, which began with a major in-store fitness studio in Leeds in 2025, exemplifies this strategy. HiiClub co-founder Josh Rose notes that "bridging fashion, lifestyle and fitness" has "always felt natural" to his brand. He explains that Flannels similarly wanted its flagships to be destinations, not only shop floors.
The Leeds store provides the most integrated example. HiiClub occupies a 5,000 sq ft space on the active floor, positioned next to brands like Vuori, On, and Lululemon. This space combines HiiGrind, HiiClub's nutrition concept, and its gym concept, HiiTrain.
A mutually beneficial alliance
Barrie insists the combination of luxury retail and premium hospitality feels distinctive. HiiGrind brings a different energy to the Flannels experience. She sees a natural benefit for both brands. The coffee shop introduces HiiClub to a new audience, while Flannels can offer customers something beyond shopping.
For HiiClub, the HiiGrind format is strategically useful. Rose calls it "the easiest version" of the brand to integrate into another retailer's space, as it doesn't require a training floor. "For Flannels, it gives shoppers a reason to stay longer and a place to actually sit down," he explains. For HiiClub, it gains visibility with thousands of potential new members, keeping the brand prominent between larger club openings.
Future growth for the partnership
The new Metrocentre location represents a strategic expansion. Barrie says the 50,000 sq ft flagship provided the scale to create something unique and allows HiiGrind to reach a new audience in the North East. She describes it as "a strong next step for the partnership," building on learnings from existing locations.
Flannels views HiiGrind as a key component in creating complete in-store experiences. Barrie confirms the partnership is set to grow, with potential for more HiiGrind locations across the UK. The company will continue to assess where the concept adds the most value for customers and complements the store environment. The focus remains on exploring how hospitality can play a bigger role within its stores.
