US casualwear giant Gap is planning to launch its first UK concession in House of Fraser, as part of a revamp of the department store chain’s kidswear business.
Gap Kids is understood to be planning a 200sq ft concession in at least one HoF store, scheduled to open in mid-August.
A source close to House of Fraser said Gap will test its new-look kidswear department in up to five stores, including HoF shops in Edinburgh, Manchester and on London’s Oxford Street.
There are plans to revamp the departments in Belfast and Hemel Hempstead, Hertfordshire next year.
As well as Gap Kids, kidswear licensing group CWF will open its first concessions at HoF, with brands including Elle, Burberry, DKNY and Timberland.
Ted Baker, Tommy Hilfiger and Diesel are also set to go into the stores, alongside a concession from toy retailer Hamleys. However, it is not yet clear whether all the concessions will go into every HoF store.
The department store currently has Pop and JoJo Maman Bebe concessions of 1,000sq ft, with the rest of its kidswear offer made up of own-bought product.
HoF declined to give details of its kidswear revamp, but it is thought the department store wants to create a complete “children’s world” to strengthen its kidswear offer.
It also aims to focus the offer by giving more space to fewer brands.
A Gap spokeswoman said: “We are always looking for new opportunities to expand the brand, but we have no announcements to make on concessions at the moment.”
Gap opened its first European concession in Dublin department store Arnotts last September, housing the retailer’s men’s women’s, kids’ and baby-wear lines.
The international chain confirmed last week that it will cut up to 90 jobs in its London-based European division, mostly from its kidswear department.
Gap’s technical kidswear roles will be hit hardest, after plans to share responsibility for design between Europe and the US proved inefficient.