House of Fraser celebrates emerging talent with new concept

House of Fraser is set to launch designated areas in selected stores showcasing pieces from exciting up-and-coming brands as part of a wider push to refresh its womenswear offer.


Sessun is among the brands launching the initative - House of Fraser

Launching online and in selected stores of AW17, each season will present a different edit of brands with labels Sessun, Samsoe & Samsoe, Twist & Tango, Another Label and Maison Scotch kick-starting the project.

“We are excited to be bringing this new concept to our stores. These new brands will offer something different to the House of Fraser customer and allow them to discover new styles whilst also adding excitement to our current brand portfolio. Strong brands will be given the opportunity to roll out across other stores so we hope to see really great engagement in these highly anticipated new brands,” commented Louise Bailey, Head of Buying Womenswear & Fashion Accessories Brands.

The edit will be showcased in House of Fraser stores in Westfield, Oxford Street, Victoria, Guildford and Chichester, as well as online.

House of Fraser’s fashion offering is undergoing a deep transformation aimed at regaining relevance in a highly-competitive retail market. The retailer has been working to reshape its brand portfolio, resulting in the cut of an unknown number of brands during this year.

The company also acquired London-based fashion label Issa earlier this month to attract more premium shoppers. The new strategy will help House of Fraser improve its sales growth, which stayed flat in the year to January 28. 

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