Frasers Group accelerates its ‘next generation’ department store rollout as it phases out the House of Fraser brand.
- The Sheffield Meadowhall centre hosts Frasers’ 13th and most expansive store to date, replacing an outdated model.
- David Epstein, Managing Director, highlights the global trend of struggling department stores and the need for innovation.
- Frasers Meadowhall features various branded spaces, digital elements, and pop-up areas, demonstrating a modern shopping experience.
- The store strategically incorporates Sports Direct while keeping ample space for a home department and a Pret-A-Manger partnership.
The Frasers Group is intensifying its expansion of ‘next generation’ department stores as it phases out the House of Fraser brand. The group, led by Mike Ashley, recently opened its 13th store in Sheffield’s Meadowhall Shopping Centre. This new flagship location is housed in the former Debenhams unit, measuring 100,000 sq ft, making it one of the largest and arguably the most advanced Frasers store to date.
David Epstein, the group’s managing director for luxury and premium products, commented on the transformation, “We inherited an archaic department store business in House of Fraser, the model didn’t work.” He acknowledged the global challenges facing traditional department stores, highlighting the necessity for reimagining regional retail spaces.
The new Meadowhall store exemplifies this reimagined concept, offering a diverse range of clothing and accessories for men, women, and children, as well as beauty and footwear. It features popular brands like Boss, Barbour, and Coach, alongside spaces for digital and pop-up elements, enhancing the store’s adaptability and relevance. Epstein emphasised its innovative nature, stating, “The whole fixture system that we’ve invested heavily in gives us that agility to keep the space relevant.”
Strategically positioned near the group’s Flannels flagship, the new Frasers store refrains from competing for the same clientele. Instead, it complements the luxury appeal of Flannels by targeting a broader audience. The space previously dedicated to beauty products has been reduced, allowing room for Frasers Home department to stand out, supported by the group’s Sofa.com business.
Among its highlights, the Meadowhall shop includes a 55,000 sq ft Sports Direct section on the second floor, showcasing the newly elevated flagship presence. This area incorporates a new outdoor concept, a Nike Football department, and amenities like a bike workshop and gaming accessories. Ger Wright, the managing director of sport, shared, “We’ve brought a lot of new third party brands into the business in the last few years,” signifying the store’s growing brand portfolio.
The Frasers initiative continues with a clear strategy, having closed multiple House of Fraser locations over the last six years while opening new Frasers branches. As it stands, only 14 House of Fraser stores remain, a notable reduction from 59 in 2018. The group plans further expansion, anticipating up to 30 Frasers stores in the near future. This strategy aligns with the recent rebranding of the House of Fraser website to Frasers.com, marking a pivotal transition for the business.
Frasers Group’s strategic evolution towards modern retail experiences signals a significant shift in the department store landscape.
