Frasers Group is reimagining the department store experience with its new flagship in Sheffield.
- The innovative Frasers store concept is replacing the traditional House of Fraser brand.
- Frasers’ new location at Meadowhall showcases a diverse selection of global brands.
- A strategic reduction in beauty space aligns Frasers with its Flannels counterpart.
- Continued expansion sees Frasers transitioning former House of Fraser locations.
The Frasers Group, under the guidance of Mike Ashley, has launched its 13th ‘next generation’ department store at Sheffield’s Meadowhall Shopping Centre. This opening marks a significant step in phasing out the House of Fraser brand, with a focus on a modernised shopping experience. David Epstein, Managing Director of Luxury and Premium, stated that the group aimed to transform regional retail by abandoning outdated department store models. He remarked, “You see globally department stores closing and the troubles that traditional departments have, so we had to think really hard about how we reimagine regional retail.”
The store in Meadowhall, a former Debenhams unit, features 100,000 square feet of retail space and includes an impressive array of brands, such as Boss, Barbour, and Longchamp, among others. The layout provides branded spaces, digital components, and flexible pop-up areas, presenting it as a ‘living store’. Epstein described it as a best in class, modern, elevated way of shopping, integrating the best global practices.
Strategically located near the Flannels flagship, the Meadowhall Frasers has adjusted its use of space, particularly in the beauty department. Acknowledging that the adjacent Flannels boasts one of the country’s finest beauty halls, Frasers reduced beauty offerings to avoid competing against itself. Additionally, the Frasers Home department has expanded, leveraging its relationship with Sofa.com to offer a comprehensive home furnishing selection.
To enhance the shopping experience, a Pret-A-Manger concession has been incorporated, aimed at increasing customer dwell time with convenient food and beverage options. “The perfect component,” Epstein comments, recognising the value this adds to family visits.
Frasers Group has decisively integrated its Sports Direct brand into the Frasers concept. More than half of the store’s second floor is dedicated to Sports Direct, featuring brands like Nike, Under Armour, and introducing new names such as Osprey and Salomon. This new flagship replaces the previous Sports Direct store in the same centre, adding 20,000 square feet to elevate the shopping experience.
Since acquiring House of Fraser, the group has gradually closed or converted its locations into Frasers stores or vacated them entirely. From 59 stores in 2018, only 14 remain, with further closures planned. Epstein emphasises the vision of aligning online and offline platforms, as exemplified by the rebranding to Frasers.com.
Frasers Group continues to innovate regional retail, reshaping the department store landscape.
