House of Fraser rebrand to focus on strong F&B offering

Multiple new and existing House of Fraser sites are to be rebranded as Frasers over the next five years, with a strong F&B offering being a key focus to the group’s new approach.

Last year House of Fraser was bought by the Sports Direct Group for £90m, mere hours after the 169-year-old chain went into administration.

At the time Sports Direct’s chief executive Mike Ashley said his plan was to turn the brand in to the "Harrods of the high street".

“We are delighted to be advising Frasers with its food and beverage portfolio,” says CDG chairman David Abramson.

“CDG Leisure is seeking to secure food and beverage operators for prime spaces in Frasers under turnover based agreements, avoiding fixed rents and rates which have been so problematic for eating out operators on the high street. 

“By avoiding fixed property costs, which have become problematic for many high street operators, they can focus on bringing elevated quality and value to the consumer – something that is clearly key to the Frasers strategy.”

According to the Evening Standard​​, Abramson says CDG is already in discussions with a number of concepts including artisan coffee operators, celebrity chefs and food markets.

Other luxury department store brands, including Harrods, Fortnum and Masons and Selfridges, already offer upscale dining options.

Last month Harrods opened a new Dining Hall concept within its flagship Knightsbridge store featuring six individually operated bars and restaurants including a grill, a sushi counter operated by restaurateur Eddie Lim, and an Indian restaurant run by chef Vineet Bhatia.