House of Fraser’s Birmingham store has transitioned from a department store to an outlet, reducing its operations.
- The store’s top three floors, once the iconic Rackhams, have been permanently closed.
- A 20% additional discount is being offered at tills as part of the clearance strategy.
- Modifications include portable heaters and reorganised clothing and footwear sections into the lower floors.
- Public amenities have been shut, and escalators are limited to the third floor as space is reallocated.
House of Fraser has undergone significant changes at its Corporation Street location in Birmingham, converting the once prestigious department store into an outlet. This move marks a shift in business operations, focusing on stock clearance with a substantial 20% discount applied at checkouts.
The previously bustling top three floors, part of the historic Rackhams establishment taken over by House of Fraser in 2003, are now closed. As part of this transition, the company has installed portable heaters to maintain a comfortable shopping environment on the lower floors, reflecting a scaled-back operational model.
In terms of store layout, fashion items are now displayed on rails, replacing previous displays. Footwear, relocated from the fourth floor, now occupies ground floor tables alongside the main footwear department. These adjustments aim to utilise available space better and enhance the shopping experience despite the reduction in accessible retail space.
Additionally, public restrooms, which remained partially open for clearance purposes until the end of 2022, have been closed. The escalators, now operational only up to the third floor, further underline the downsizing of the retail space, aligning with the store’s new outlet strategy.
The strategic transformation of House of Fraser’s Birmingham store into an outlet highlights a significant shift in operational focus towards efficient space use and stock clearance.
