House of Fraser, the flagship retailer of the UK’s Frasers Group, is undergoing a brand relaunch. The company is thus pursuing a rejuvenated positioning in the retail market. The group has renamed the department store chain ‘Frasers’. This reflects the continued focus on a higher quality fashion and lifestyle experience.
According to a press release, the brand relaunch builds on House of Fraser’s heritage. The aim is to reinvent the traditional department store and create a “central contact point for lifestyle products”. The retailer currently operates more than ten locations across the UK and Ireland, including Dublin, Gateshead, Dundee and Sheffield.
To celebrate the rebrand, Frasers has partnered with TV presenter Cat Deeley. She has been named the face of the Spring/Summer 2026 collection and has put together a selection of 100 pieces. This collection will launch on March 9th. The product selection spans multiple categories including women’s fashion, shoes and home accessories. It includes pieces from brands such as Barbour, Ralph Lauren, Coach and Tommy Hilfiger, underlining the focus on a premium identity.
In a statement, Frasers Group chief brand partnerships officer David Epstein said the relaunch of Frasers was a “pivotal moment”. It is also “another important step in strengthening our premium retail vision.” “This brand relaunch is more than just a new name. It’s about creating a place that combines the best of fashion, lifestyle and beauty for the modern customer – from Coach and Ralph Lauren to Charlotte Tilbury and more,” Epstein continued.
The Frasers Group has been pursuing a group-wide ‘Elevation Strategy’ since 2017. At that time, she acquired a majority stake in the luxury fashion retailer Flannels for the first time. The company expanded its efforts by moving away from low-priced sporting goods and adopting its current name. The strategy accelerated under the leadership of Chief Executive Officer (CEO) Michael Murray, who took over in 2022. The focus was primarily on unlocking opportunities in the global luxury market. Shares in leading international names such as the German fashion company Hugo Boss and the British brand Mulberry were acquired.
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