House of Fraser has revamped its Corporation Street store in Birmingham into a discount outlet. This shift includes significant structural changes and a new sales approach.
- The top three floors of the building, historically known as Rackhams, are now closed.
- Customers can enjoy a 20% price reduction at the tills, emphasising a ‘must go’ policy for all stock.
- Adjustments include relocation of footwear displays to maximize space on the ground floor.
- These strategic changes mark a significant transformation for the store, originally acquired in 2003.
House of Fraser has restructured its Corporation Street premises in Birmingham to operate as an outlet store, marking a notable change in its retail strategy. The store, well-known as Rackhams in the past, will now only utilise the lower floors for its operations, consequently closing the top three levels.
To entice customers, all items will see an additional 20% discount applied at the tills, reinforcing the imperative that ‘all stock must go’. This retail shift aims to attract budget-conscious shoppers looking for substantial deals.
The redistribution of merchandise is part of this transformation. Clothes that were previously arranged neatly are expected to adopt a more casual presentation, while footwear, once stationed on the fourth floor, now occupies the ground level to be incorporated into the main footwear department. This reorganisation facilitates easier customer access and potentially boosts sales.
The store has also introduced portable heaters to maintain a warm environment on the lower floors, ensuring a comfortable shopping experience despite the structural downsizing. This pragmatic approach aligns with the outlet’s renewed focus on efficiency and customer satisfaction.
Having taken over the site in 2003, House of Fraser has frequently adapted its operations to meet evolving market conditions and consumer expectations. Closing the public restrooms and restricting escalator access to the third floor reflect broader efforts to streamline the store’s functionality.
House of Fraser’s transition of its Birmingham site into an outlet store signifies a strategic pivot to enhance appeal and operational efficiency.
