House of Fraser is understood to be in talks with luxury French fashion brands Louis Vuitton and Hermes to open shop-in-shops in its Glasgow store.

The initiative follows chief executive John King’s strategy to take the 61-store chain upmarket by introducing premium brands and overhauling stores.

The Glasgow department store is undergoing a three-year overhaul and the decision to include this type of upscale brand in the shop-in-shop format is a first for the retailer.

If successful, the arrangement will represent a move further into the echelons of luxury for House of Fraser, which has drafted in a raft of mid-upper market brands and focused on re-energising its own-label brands in an attempt to become a national premium department store chain.

In May, it signed a UK exclusive to sell designer label Ralph Lauren’s womenswear range, Lauren, in 25 of its stores.

A House of Fraser spokeswoman said: “We are in talks with a number of premium brands to introduce a new shop-in-shop concept in our Glasgow store, which is undergoing extensive refurbishment.”

Creative work on the Glasgow store is being carried out by London-based design consultancy Kinnersley Kent Design.

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