The best thing about these experimental retail innovations is that it’s relatively simple to take out things that haven’t proved successful, and expand the ones which have, as well as introduce new ideas.
“This approach will be highlighted in the new Rusden Lakes store, the retailer’s first store in 9 years, where the idea is to create a fully integrated experience for the whole family,” explains House of Fraser’s Chief Customer Officer David Walmsley. Beginning with the recently opened House of Fraser location in Rusden Lakes, the idea is to create a location where people can take loved ones on a special day – such as Mother’s Day – for shopping, food, and pampering, all under one roof. These will include champagne bars, yoga studios, wellbeing centres, and a range of restaurants aimed at both adults and families/children. One way House of Fraser is looking to achieve this is by introducing a suite of non-shopping departments. The great thing about the department store model is it lends itself extremely well to experimental retail, with separate “stores” all in a single building, it is a simpler matter to introduce new concepts to the landscape. House of Fraser is now looking to build on its success and introduce a host of new features to its department stores. The only way to stay evergreen in a changing marketplace is to constantly look for new ways to encourage customers to come through your doors instead of your competitors. Experimental RetailĪ company doesn’t stay in business for a century and a half by standing still. In 2017, House of Fraser saw its pre-tax profits of more than £3.4 million. The company employs nearly 20,000 staff and has revenues of over £1,000 million. The company continued to grow and today, House of Fraser is one of the most well-known and recognised department stores in the UK. But House of Fraser is ready to put up a fight to drive footfall to their shops by becoming an experimental retail store.ĭepartment store House of Fraser began life as a drapery shop in Glasgow, in 1849.
The Victoria branch of House of Fraser currently paying no rent.īentallGreenOak, which has owned the House of Fraser Victoria building since 2005, have said its proposal was “incongruous with current market trends, which they state has seen a shift from large department stores towards smaller scale flexible retail units which meet local needs”.As customers are increasingly turning to ecommerce for their shopping needs, it can be difficult for brick-and-mortar stores to stay ahead.
#HOUSES OF FRAZER SERIES#
House of Fraser has been part of Mike Ashley’s Frasers Group retail empire since August 2018, and since then it has endured a series of store closures – one of which was the City of London site – due to various trading struggles. In 2005 the remaining Army & Navy stores, including the Victoria flagship, were refurbished and re-branded under the House of Fraser brand. It served as the flagship for Army & Navy, which was acquired by House of Fraser in 1973. While the current building was built in the 1970s, a department store has traded on the same site for 150 years. The store closure would be delayed until next summer due to a break clause in the lease. The plans lodged with Westminster show that the 390,000sq ft site where House of Fraser is based would be knocked down and replaced with a 16-storey, 630,000 sq ft scheme with up to 20 shop units and office space. The council will consider the plans, from Canadian-owned property investor BentallGreenOak, on Tuesday.
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