What Is a Flagship Store?

flagship-store Credit: SimonQ/CC-BY-2.0

A flagship store refers to a company's main store that is used in showcasing the various brands the store offers. Unlike other stores within the chain, the flagship is usually more impressive, bigger and shelves more merchandise than the rest.

The most successful flagship stores share common key elements. Each store is usually the largest one in a retailer's chain and is located in a prestigious location, especially in areas where there are upscale customers, and it stocks a more complete range of products. The design and location of the flagship store is determined by the combination of financial considerations, brand identity and brand strategy objectives.