House of Fraser’s Oxford Street flagship has axed 14 of its womenswear labels, including longstanding brand James Lakeland, in a major overhaul of its womenswear department.
Mainstream womenswear brand James Lakeland, which has been sold in the Oxford Street branch for eight years, is now in talks with other retailers in the area about concessions. It will also focus on its standalone stores on New Cavendish Street and in St John’s Wood, both in London. It will continue to sell in other HoF stores via concessions and on the HoF website.
A statement from the brand cited HoF making changes to its womenswear department, which impact 13 other brands.
James Lakeland has six standalone stores in the UK, five of which, are based in and around London with the sixth at Livingstone in Scotland. It also operates 15 concessions within other House of Fraser stores, which will continue, as well as in independent department stores including Hoopers, Allders and Elys.