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House of Fraser announces new product and trade strategy

Department store chain House of Fraser is to embark on a new product and trade strategy as it takes further steps to transform its business.

DEPARTMENT STORES

House of Fraser announces new product and trade strategy

The company said it is aiming to make House of Fraser one of the best destinations for contemporary brands whilst providing a premium experience for shoppers, both online and in its stores.

This will involve becoming more agile in responding to trends and delivering exclusivity through partnerships with popular concessions. The company will also invest in its trend-spotting and product innovation capabilities alongside its recently launched globally responsive supply chain.

David Walker-Smith, chief product and trading officer at House of Fraser, said: “Since joining House of Fraser, I have worked with the team to review our current product offering and what became crystal clear is our customers love brands. Customers now want more from their shopping experience and as a business, we need to make sure we are exceeding expectations. I’m really looking forward to embarking on this new chapter for the business and working with both our existing and new partners to bring an exciting proposition to stores and online."

Today House of Fraser will see creditors vote on whether to accept its proposals for the closure of 31 of its 59 stores as part of rescue plans.

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