New House of Fraser is Brand Conscious

The new House of Fraser store to be opened in the City of London this September, will have an emphasis on top designer brands, many of which are new to the department store, and will not be sold in other branches.

The 43,000sq ft boutique style store will cover five floors of the former Guardian Royal Exchange building on King William Street.

Designer womenswear buyer Caroline Withey has brought together first time brands such as Paul Smith Pink, Catherine Malandrino, Jean Paul Gaultier, Armani Collezioni and Ollie & Nic.

New menswear labels include Hugo Boss Black, Earl Jean and Versace.

The store, which overlooks London Bridge, is aimed at the City worker and commuter, a more discerning shopper, perhaps, than their profile customer.