House of Fraser becomes FRASERS with Cat Deeley collection launch March 9th

House of Fraser has changed its name to FRASERS. Cat Deeley launched a new 100-piece collection on March 9th, mixing styles for everyday and formal wear.
By Newsroom | Retail, Fashion |

The retail landscape sees a shift as House of Fraser officially sheds its familiar name, now operating as FRASERS. This rebranding effort coincides with the unveiling of its spring campaign, fronted by television presenter Cat Deeley.

Cat Deeley is revealed as the new face of FRASERS in 'nostalgic' partnership as she launches 100-piece designer edit - with some pieces are on sale - 1

Deeley has curated a 100-piece collection for the brand, marking its inaugural collaboration since entering this new phase. The edit, launched on March 9th, is described as a blend of "premium minimalism with effortless, everyday style," aiming for both casual and formal wear. Some items from this collection are reportedly still available.

Cat Deeley is revealed as the new face of FRASERS in 'nostalgic' partnership as she launches 100-piece designer edit - with some pieces are on sale - 2

The choice of Deeley is framed by the company as a deliberate move to reflect its evolving strategy. FRASERS aims to position itself as a "modern premium retail destination" and a "one-stop lifestyle destination" encompassing fashion, sport, beauty, and homeware. This rebrand builds upon the heritage of House of Fraser while looking towards the future needs of shoppers.

Read More:

Cat Deeley is revealed as the new face of FRASERS in 'nostalgic' partnership as she launches 100-piece designer edit - with some pieces are on sale - 3

Deeley herself has expressed a personal connection to the brand, calling the collaboration a "full circle ‘pinch me’ moment." She noted her mother's long-standing patronage of the store when it was House of Fraser. This connection, coupled with what the brand describes as Deeley's "timeless British style and authentic connection to the brand," underpins their partnership.

Cat Deeley is revealed as the new face of FRASERS in 'nostalgic' partnership as she launches 100-piece designer edit - with some pieces are on sale - 4

The curated selection within Deeley's edit features a range of brands including Barbour, Ralph Lauren, Coach, and Tommy Hilfiger, alongside beauty products from Charlotte Tilbury. This indicates FRASERS' continued focus on a mix of premium and contemporary labels across various categories.

The retail group, Frasers Group, has been progressively working towards this repositioning. FRASERS currently operates over ten stores across the UK and Ireland, including notable locations in Dublin, Gateshead, Dundee, and Sheffield. This strategic shift follows the closure of its Central London store in 2023.

Read More: Rosie Huntington-Whiteley Paris Fashion Week abs display causes stir

The partnership with Deeley is intended to introduce this new era for the department store, signaling a fresh chapter in its operation and marketing.

Frequently Asked Questions

Q: What is the new name for House of Fraser?
House of Fraser has officially changed its name to FRASERS. This change is part of a bigger plan to update the store's image and offerings for shoppers.
Q: When did the new FRASERS collection with Cat Deeley launch?
The new collection, curated by Cat Deeley, was launched on March 9th. Some items from this collection may still be available for purchase.
Q: What kind of clothes are in the Cat Deeley collection for FRASERS?
The collection has 100 pieces and mixes premium style with easy, everyday wear. It includes clothes for both casual and formal events.
Q: Why did House of Fraser change its name to FRASERS?
FRASERS aims to become a modern place for shoppers, offering fashion, sports, beauty, and home items. The name change shows they want to be a one-stop shop for many needs.
Q: Where are the FRASERS stores located?
FRASERS has over ten stores in the UK and Ireland. Some of these are in Dublin, Gateshead, Dundee, and Sheffield.