As part of a comprehensive rebranding initiative, Frasers Group has revamped the House of Fraser website and app.
This week saw the department store, which has been gradually fading from British high streets, rebrand online as Frasers, granting users access to every brand in the group’s portfolio in areas like fashion, beauty, and home goods.
Frasers shared the rebrand on LinkedIn with a caption that read, “Welcome to Frasers. A new look, new approach, and a new way to shop from House of Fraser. We’ve been busy making some changes to the way you shop. You’ll find the same best-in-class brands across fashion, beauty and home. You’ll have the ability to shop our family brands under one roof. And you’ll find carefully curated products, chosen for you.”
At the beginning of the month, House of Fraser’s Cabot Circus location closed, leaving the department store with just 15 stores, or about 25% fewer than when Mike Ashley purchased it in 2018.
As part of a massive rebranding effort for the company, CEO Michael Murray issued a warning last year that House of Fraser might entirely disappear off the high street. According to Murray, the company’s current plan is to abandon the department store format in favour of Frasers, a high-end concept store that houses the group’s own portfolio of brands.
The owner of House of Fraser said this month that it intends to open five Frasers locations during the current fiscal year, repurposing its previous House of Fraser location in in Maidstone in Kent, as it looks to expand its current portfolio of ten.
