Frasers news and archive

Frasers introduces AI shopping assistant to elevate online experience

Frasers, the namesake premium fashion brand of Frasers Group, has introduced a new artificial intelligence (AI) shopping assistant on its website as it looks to elevate the online experience. Dubbed ‘Ask Frasers’, the new feature, powered by Algolia’s Agentic Experience, serves as a “context-aware” tool that “goes beyond traditional search”. It...

FashionPress Release

Frasers launches Cat Deeley Spring Edit

Frasers Group, leading retail powerhouse, has officially launched their partnerships between FRASERS and television presenter Cat Deeley. As part of its rebrand, FRASERS has partnered with Cat to be the face of its 2026 Spring campaign - the brand’s first collaboration since entering its new era. The 100-piece edit - hand-selected by Cat -...

Retail

House of Fraser rebands to Frasers in premium retail push

Frasers Group’s flagship retailer House of Fraser is undergoing a rebrand as it pursues a rejuvenated positioning in the retail market. The group has renamed the department store chain to ‘Frasers’, reflecting a continued pivot towards establishing a more premium fashion and lifestyle experience. According to a press release, the rebrand builds...

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Business

House of Fraser rebrands to Frasers

Frasers Group has revealed a brand overhaul of its formerly dubbed ‘House of Fraser’ retail chain, which will now operate under the modified name of ‘Frasers’. The rebrand was revealed in a post on the company’s LinkedIn, where it was stated that the move intended to usher in a “new look, a new approach and a new way to shop”. The post...

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Retail

Frasers Group to takeover former John Lewis space

Frasers Group is preparing to open “several dynamic stores” in Invesco’s Queensgate Shopping Centre, including a location in a former John Lewis space. Frasers and Sports Direct stores are to be opened at the Peterborough location, bringing the group’s operational area in the shopping centre to a total of 92,500 square feet. The Frasers “concept...

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Business

Shein acquires Missguided brand from Frasers

Frasers Group has announced divestment of the IP of Missguided to Chinese clothing giant Shein. Under the terms of the transaction, Frasers said in a statement, Shein will acquire the IP and trademarks of Missguided, while the group will retain Missguided's real estate and employees which have now been integrated into Frasers' fashion division....

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Retail

Frasers Group opens first Frasers store in Wolverhampton

Frasers Group has opened its first Frasers store in Wolverhampton as part of a larger multi-brand shopping destination. Located in the Mander Centre, in a former Debenhams unit, the 34,000 square foot Frasers store offers over 120 brands spanning beauty, fashion, lifestyle, kids and home brands, and also has a restaurant for visitors. The new...

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Frasers Group urges shareholders to approve staff bonus

Frasers Group has urged its shareholders to approve a 100 million pound staff bonus scheme at its annual general meeting on Wednesday. The bonus scheme would be open to the “vast majority” of the group’s workers, who would either receive cash bonuses or share awards if the company's share price hits a specified target within a certain period....

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Peta buys stake in Frasers Group to challenge fur policy

Animal rights organisation Peta has bought a one percent stake in Mike Ashley’s House of Fraser after the retailer began restocking items containing fur despite a “strict no-fur policy”. It means representatives of the organisation will be able to attend the retail chain's annual meeting in September and confront Ashley about the policy. “House...

Retail

Sports Direct's luxury mini-chain Frasers to debut in Wolverhampton

Sports Direct is to debut its new Frasers multi-brand store concept in a 94,000-square-foot flagship store in the Mander Centre, Wolverhampton. The multi-level store will become home to Frasers, Flannels, Sports Direct & USC brands, when its current occupier Debenhams departs in early 2020. Plans for the new 'up market' Frasers stores were...

Retail

House of Fraser to launch mini-luxury chain called Frasers

House of Fraser (HoF) owner Mike Ashley is reportedly preparing to transform up to seven of the chain's stores into a new luxury mini-chain called Frasers. According to the Guardian, sources say Ashley is planning to invest tens of millions in the ambitious plan which will allow the high street retailer to explore the luxury end of the market,...

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Sports Direct acquires Frasers department store for 95 million pounds

Sports Direct International has announced that the company is acquiring the Frasers department store in Glasgow for 95 million pounds from Glasgow City Council as administering authority for the Strathclyde Pension Fund, which also means around 800 in-store jobs will be saved. In a separate media release, House of Fraser vowed to create the...