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House of Fraser Oxford Street axes 14 brands in womenswear overhaul

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.

Readers' comments (2)

  • I would be surprised if the cull only stopped at Womenswear - On the Menswear side they clearly carry too many brands for the amount of footfall, especially noticeable on their 'b' grade stores where the brand selection is totally unjustified. HOF is a very mixed bag on Menswear and however well they do, they could and should, do way better.

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  • HOF don't have a clue about fashion, they're commodity dealers. It makes me laugh how they buy into womens young fashion, the buyers have no clue how to buy a brand that will break new ground.

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