Teesside Psyche designer clothing store’s flannel rebranding delayed

Teesside Psyche’s designer clothing store will not close this summer, it has been confirmed.

The Linthorpe Road emporium, a household name in Teesside and the fashion industry, is expected to remain open until the New Year, when a new branding in the Flannels chain will also be completed.

Owner Steve Cochrane sold Psyche to billionaire Mike Ashley’s Frasers retail group as part of a buyout deal last December. The group owns Sports Direct, House of Fraser and other major retail brands, including Flannels; earlier this year, Steve confirmed that Psyche would be renamed to become a Flannels.

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An initial closing date has been set for August with the new store opening in September, but the move has now been postponed and the name Psyche will not disappear from Teesside just yet.

“Due to many other commitments within the group, the store will not close or rebrand until the New Year,” Steve told TeessideLive.

Psyche is a well-known and beloved name in the fashion industry, not just in Teesside. The Middlesbrough store has won multiple retail awards in nearly 40 years in business and sells some of the world’s most prestigious fashion brands including Moschino, Paul Smith and Versace.



Steve Cochrane, owner of Psyche

Steve has hosted many visits from professionals in the retail industry over the years, including Princess Anne as the head of the British Fashion Council.

Fans will know in 1984, and again in 1995, Psyche won the British Designer Retailer of the Year award outside Selfridges on Oxford Street. It was also named Retailer of the Year by FHM Magazine, GQ Magazine’s Best Menswear Store and was a Harrods finalist for Department Store of the Year as well as winner of Best Drapers Store in the UK and recognized by The Times as the 35th best online shopping site in the world.

Steve, who received an MBE in 2018, was first approached three years ago but turned down an offer before being contacted again last year by Mike Ashley.

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