House of Fraser Menswear Revamp
British department store House of Fraser has invested in a £1m ($1.6m) revamp of its men’s formalwear department, inspired by the interiors of a traditional gentlemen’s club.
Launched next month, the new 6,500 sq ft department will sit in House of Fraser’s Oxford Street flagship in London. It aims to provide a destination for its male shoppers via the inclusion of a handful of new brands, a bar, and the retailer’s first bespoke tailoring service. Interior styling will include traditional furnishings, such as leather sofas and armchairs and wood panelling.
Refreshments including coffee and whiskey, plus a library of books and films, will keep customers entertained and relaxed in between browsing. This fits with comments from Jackie Hay, House of Fraser’s director of buying for menswear, suggesting that the formalwear section of the store required a slower, more considered pace. (See out report: Slowing the Journey for more on this philosophy).
Acting as a pilot department, the new look could be rolled out in stores elsewhere in the UK, depending on its success.