Belfast Telegraph

House of Fraser Belfast to be rebranded and become luxury mini-chain - reports

Shopping centre: House of Fraser in Belfast’s Victoria Square
Shopping centre: House of Fraser in Belfast’s Victoria Square

House of Fraser in Belfast will be rebranded to become part of a new luxury mini-chain, according to reports.

Businessmen Mike Ashley is preparing to invest millions of pounds in turning up to seven House of Fraser stores into a new luxury mini-chain to be called Frasers, the Guardian reports.

The Sports Direct boss, who bought House of Fraser last year and saved it from administration, has told suppliers he wants to divide the group into two divisions, with Frasers stocking more designer labels and House of Fraser catering to a more mass market audience.

House of Fraser's Belfast outlet in Victoria Square is among the stores due to be rebranded and included in the plan.

One source told the Guardian: "He's getting ready to splash the cash. He's going to start with three or four stores as a trial."

Another source said: "He's going to do it properly and he's not worried about the money he's losing while he works on his plan. He has no doubt about what he wants to do."

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