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House of Fraser opens first concept store

House of Fraser, the premium department store chain, has launched its first new concept store, House of Fraser.com.

GENERAL MERCHANDISE

House of Fraser opens first concept store

Shoppers visiting the new store in Aberdeen’s Union Square will not be greeted by displays of clothes, shoes and accessories. Instead they see a series of iPads, computers and interactive screens where they can order products to be delivered next day to their home or to the store for collection.

The shop features a complimentary coffee bar and a lounge area to create a relaxed shopping environment.  Customers are also able to try on their delivered items in fitting rooms before taking them home or returning them.

Robin Terrell, executive director of multi-channel at House of Fraser, said. “Aberdeen  is a thriving city and we’re extremely excited to be returning there with our first House of Fraser.com store.

“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.”


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