House of Fraser has revealed further details of its continued collaboration with retail guru Mary Portas.
Each new Mary shop, which will open at House of Fraser stores in Westfield London, Guildford, Manchester and Glasgow, has its own personality and a hand-picked team of stylists personally trained by Portas.
Although each new boutique will have a nod to Portas’ original shop-in-shop at the Oxford Street branch of House of Fraser in London, they will also pick up on the history and heritage of the individual host city.
In Manchester, an original loom will be the shop centrepiece because of the city’s rich textile manufacture heritage.
For spring 12 new additions to the store concept are British jewellery from Tatty Devine and natural beauty products by Cowshed.
Portas’ new made-in-Britain knicker range, Kinky Knickers, which launched in Liberty last week, will also be sold via the shop-in-shops.
“The success of Mary Portas at House of Fraser has been unprecedented. Our customers are excited about and engaged with Mary’s vision and product,” said Stephanie Chen executive director of womenswear at House of Fraser.
“We’ve expanded the collections and been quite daring this season, taking on board the huge amount of insightful feedback that we have received from women across the country.”
The Mary store at Westfield London will open on March 8 followed by the Guildford store the following week on March 15, the Manchester store on March 22 and finally the Glasgow store on April 4.