Australian designer brand Flannel is reaping success via a traditional channel: brick-and-mortar stores.

Flannel has just opened its doors to its 12th stand alone store, this time in Santa Monica, Los Angeles.

This is the brand’s third boutique in the U.S, sitting alongside boutiques on Abbot Kinney Blvd, Venice L.A and Nolita, New York.

The brand also operates nine boutiques across Australia.

Creative director Kristy Lawrence said despite the growing success of eCommerce, Flannel is continuing to find success in the traditional store setting.

“We see so many of our customers making a point of visiting us in store as it is such as immersive experience.

"Not only can they touch and feel the beautiful quality of our garments but they get a real sense of the Flannel brand and an understanding that they will have these pieces for years to come."

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