Frasers Group has embarked on a sweeping transformation by replacing House of Fraser with new, modern department stores.
- The latest store opened in Sheffield’s Meadowhall is a testimony to the new concept’s success.
- Key brands and innovative spaces highlight Frasers’ commitment to reimagining retail.
- Frasers differentiates itself by focusing on third-party global brands over own-brands.
- There is a strategic shift, including new partnerships and store layouts, to enhance consumer experience.
Frasers Group is actively transforming its retail concept by phasing out the House of Fraser brand. The group, led by Mike Ashley, has introduced its 13th Frasers store at Sheffield’s Meadowhall Shopping Centre, marking a significant milestone in their strategy. According to David Epstein, the managing director of luxury and premium, this new model is designed to overcome the challenges faced by traditional department stores globally.
Store number 13 in Meadowhall is a testament to the successful implementation of Frasers’ modern retail concept. Spanning 100,000 square feet, it showcases an extensive range of clothing and accessories, including renowned brands such as Boss, Barbour, and Ugg. Digital and activation spaces have been incorporated to create a dynamic shopping environment, demonstrating a departure from conventional retail setups.
In a strategic move, the Frasers store in Meadowhall is located near a Flannels flagship store, which helped to streamline the beauty section by leveraging the existing beauty hall at Flannels. This approach allows Frasers to cater to a broader audience without directly competing with the younger, aspirational luxury consumer targeted by Flannels.
The group is diversifying its product offerings by integrating Sofa.com into the largest Frasers Home department. This addition aims to provide consumers with a comprehensive selection in dining, bedroom, and living space products. Epstein emphasises that this approach is a strategic departure from House of Fraser’s previous model, seeking to add value to the retail experience with meaningful selections.
Epstein has addressed and dismissed views that Frasers relies heavily on own-brand offerings, reinforcing their focus on third-party global brands. By stocking trending brands like CP Company and Birkenstock, and opening a Pret-A-Manger concession, Frasers is aligning its offerings to enhance customer dwell time and satisfaction within the store.
Sports Direct plays an integral role within the new Frasers concept, occupying over half of the store space. The second floor features a revamped Sports Direct, showcasing an array of sports and outdoor brands like Nike and North Face, among others. New additions such as a bike workshop and a gaming area provide an enriched shopping experience for consumers.
The evolution of Frasers represents a significant progression in the retail sphere, as the group continues to shutter House of Fraser stores, converting them into Frasers or Flannels outlets. The strategy includes a planned expansion to open additional Frasers locations over the next year, reflecting their vision of regional opportunity. The rebranding of their digital presence as Frasers.com further aligns the group’s physical and online strategies.
Frasers Group’s transformation strategy aims to redefine retail experiences through innovative store concepts and a focus on global brands.
