House of Fraser revamp starts with logo

House of Fraser, since its takeover, is modernising its department store offer in a move to win back customer loyalty. Regarded as a major move, the Group, which was recently taken over by Baugur investment group, is proposing to drop its stag logo as part of a drive to modernise the company's image. The logo reportedly dates back to early twentieth century when the emblem was introduced to represent the Scottish Fraser family. Hugh Fraser, the son of a Dunbartonshire farmer, co-founded the company in 1849.

The Group's decision is part of a plan revamp the House of Fraser brand which in recent seasons has been uninspirational to customers, wants to be known as "house of fashion, fragrance, footwear and fun". Executive Chairman Don McCarthy, who owns a stake in the company, said the group was already experimenting with new designs for the front of its Oxford Street store. "We need to add excitement to the store image to reflect the exciting plans we have for inside the store," said McCarthy.

House of Fraser underperforms all of its department-store peers. In order to turn the business round, McCarthy hopes to win back customers in its core 35-plus age group by improving the mix of clothing concessions in-store. House of Fraser, which has 61 stores across the UK, is also planning to open 10 smaller outlets of about 75,000 sq ft each in city centres over the next five years. Stores are being planned at the new White City shopping centre in west London, High Wycombe, Belfast and Bristol.