House of Fraser New House of Luxury

House of Fraser's new store, unveiled earlier this month in the City of London, is geared to the Square Mile's affluent, time-poor customer.

The new store, which over looks London Bridge, focuses on fashion, cosmetics and a limited selection of homeware gift items. The line-up of luxury brands, set against the backdrop of a sophisticated store environment, marks a departure for the department store group. IT is reminiscent of Harvey Nichols' boutique store in Birmingham's Mailbox.

It certainly rings true that people who work in the Square Mile are used to luxurious surroundings, whether it is the hotels they stay in, such as the Great Eastern on Liverpool Street, or in the places where they eat or drink. Due to the restricted space of the former bank building, the emphasis was on keeping the overall effect light, airy, with a subtle sense of luxury.

The store also puts great emphasis on customer service with the possibility of garments and cosmetics to be brought to their workplace if they have limited time to browse. Companies can also organise exclusive shopping evening for their staff.