House of Fraser to Undergo Transition

Plans to redefine itself as a “premium” department store
Posted March 20, 2017

House of Fraser (London) has launched a 5-year transition to realign its customers and makeover its brand portfolio.

The retailer will drop upwards of 40 brands out of its current 677 in order to focus on select labels such as Jigsaw, Barbour, North Face and All Saints, as well as house labels Linea, Biba and Label Lab, reports the Retail Gazette

As part of the plan, House of Fraser stores will incorporate champagne bars, restaurants, yoga studios and well-being centers. The retailer will also introduce athleisure into 40 stores, as well as year-round gift departments in 20 stores.