House of Fraser obtains premium fashion brand Issa London

House of Fraser has acquired high-end fashion label Issa for an undisclosed sum as part of its new strategy, which sees the retailer investing in the quality and designs of its brand offering.

Issa was originally launched in 2003 by London-based designer Daniella Helayel. Over the years the label chic designs have garnered a strong celebrity following, including Kylie Minogue, Elizabeth Hurley and Kate Middleton, the Duchess of Cambridge. House of Fraser acquisition of Issa sits in line with the department store group's new strategic vision, which was revealed this March, and sees the retailer focusing on improving the quality of its brand offering through a more focused portfolio.

HoF acquires Issa London for undisclosed sum

"We are delighted to announce the acquisition of Issa to our portfolio of exclusive brands. It is such an iconic premium British fashion label, with a strong reputation amongst fashion focused customers. It truly epitomises confidence for women, something which resonates well with our customers," said Maria Hollins, Executive Director for Buying and Design at House of Fraser in a statement.

"The design and buying team have worked extremely hard over the last 10 months to develop a range that was true to the Issa brand, by keeping the luxury element of the clothing yet offering a modern twist. Customers will recognise the iconic Issa prints which we have developed within the range as well as the iconic styles coveted by so many," added Hollins.

House of Fraser is set to offer its first Issa range in store and online from Autumn/Winter 2017, which will include 50 options such as key styles featuring iconic Issa prints such as the Mia wrap dress and Darcy pleat detail dress. HoF Issa collection offering is also set to include Marabou jackets, jumpsuits, and a range of handbags. Clothing prices are set to range from 79 pounds to 199 pounds, with accessories ranging from 25 pounds to 79 pounds.

The acquisition comes as House of Fraser streamlines its brand offering across womenswear, dropping house brands such as Therapy, Dickens and Jones and Gray and Willow and Episode, in favour of making space for newer quality-driven designs to redefine its offering as premium.

Photos: Courtesy of House of Fraser