Department store chain House of Fraser is reducing its stable of own-label brands to five from nine as well as cutting 40 third party brands from its offering. The move is all about improving its focus on core customers and working to improve the customer experience. House of Fraser is one of a number of store anchored chains accused of alienating its most loyal customers by trying to appeal to a younger audience and of trying to cram too much into too little space. To this end, twelve stores have been overhauled a new website will be launched to better serve smartphone and tablet users.
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