Luxury online homewares platform AMARA has been bought by the Frasers Group – the company behind brands such as Sports Direct, GAME, Flannels and more.

The announcement was made by Michael Murray, CEO, Frasers Group who said: “This acquisition will build on our ambitions to create a credible homeware destination for Flannels.”

He further commented: It’s our intention to integrate the business into the group’s ecosytsem and support FLANNELS in building a credible luxury homeware destination.”

AMARA co-founder Sam Hood said: We’re delighted that AMARA has become a part of the FTSE100 multi-billion turnover Frasers Group. Their strategic investment will unlock AMARA’s potential, driving the elevation of the brand and transform AMARA into the best-in-class luxury homeware destination.”

Flannels is a fashion retail outlet with more than 50 stores across the UK.

Tableware International

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