House of Fraser returns to Aberdeen

Premium department store, House of Fraser marks a return to Aberdeen today, October 21, after a nine year gap with its first new concept store, House of Fraser.com. The innovative new store is the first of its kind and will focus on House of Fraser’s

Buy & Collect proposition. The store format sits at 1,500 sq ft and doesn’t feature any stock merchandise, just a series of iPads, computers and interactive screens so customers can order products, which are then delivered the following day to either the customer’s home or to the store for collection.
 
“Aberdeen is a thriving city and we’re extremely excited to be returning there with our first House of Fraser.com store,” says Robin Terrell, Exec Director of Multi Channel, House of Fraser. “This is an entirely new concept and the launch is a pivotal moment in the development of our multi channel business, which has seen online sales increase by 107% in the first half of the year.”
 
Personal customer service is key to the overall concept, with a complimentary coffee bar and comfortable seating encouraging a relaxed shopping environment.  Inspired by the level of service given by hotel concierge, the store offers a virtual personal shopping facility as well as traditional department store features such as wedding list and beauty testers. Fitting rooms will also be provided so customers can try on items before taking them home.
 
House of Fraser.com offers customers direct access to over 1,000 brands stocked on House of Fraser’s recently redesigned website, which include exclusives such as Biba and Mary Portas’ label.
 
The Aberdeen store is located in the Union Square shopping centre, which is owned and managed by Hammerson, and its UK Retail MD, Lawrence Hutchings added: “To have secured the first pure buy and collect concept store in the UK is not just important for the centre – it also has the potential to shake up the retail sector. Shopping is no longer a linear process and the majority of purchases are now informed by more than one channel as consumers increasingly spend more time online and increasingly prefer to collect in store, which drives footfall and additional sales for our retailers. Union Square has a strong customer catchment and adding House of Fraser to the retail line up will considerably strengthen our offer.”
 
Further House of Fraser.com stores are planned, the next being in Liverpool One, which will open later this year.
 
Images: House of Fraser