House of Fraser, the department store brand in Mike Ashley’s Frasers Group, has been revamped as part of the retailer’s wider digital elevation strategy, Retail Week can reveal.
The House of Fraser ecommerce site and app have now been rebranded as Frasers, allowing customers to shop from all the company’s fascias from one place, including Sports Direct, Game and Sofa.com.
The new website and app, featuring an elevated look and better infrastructure, was launched this week and give customers access to all the brands in the Frasers portfolio across categories including fashion, beauty and home.
They will mirror the in-store experience offered by the retailer’s multi-brand anchor shops, which include Frasers, Flannels and Sports Direct at the same location.
The move is part of the group’s wider digital elevation investment, which was announced earlier this year and comes after it integrated its own credit and loyalty platform, Frasers Plus, into its brand ecosystem.
Described by chief executive Michael Murray as Frasers’ version of Amazon Prime, the retailer secured its first third-party partnership for Frasers Plus when it announced a tie-up with THG Ingenuity in June this year.
Frasers shared the rebrand on LinkedIn with a caption that read: “Welcome to Frasers. A new look, new approach and a new way to shop from House of Fraser.
“We’ve been busy making some changes to the way you shop. You’ll find the same best-in-class brands across fashion, beauty and home. You’ll have the ability to shop our family brands under one roof. And you’ll find carefully curated products, chosen for you.”
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