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HoF opens second China store

House of Fraser has opened its second Chinese store in Xuzhou and is currently looking for a third location, Drapers can reveal.

The store opened last week and follows the retailer’s launch in the Chinese market last January with its inaugural store in Nanjing, also in Jiangsu province.

The second store was originally pencilled for a July opening.

House of Fraser CEO Alex Williamson told Drapers the HoF team was working with its Chinese counterparts to plan the rollout, and a third store was being sought in the province.

He added: “The Chinese team are flexing the store model to make it perform better.”

When Drapers visited the Nanjing store in January HoF China said it was planning to open 30 stores in Greater China over the next two to three years.

Earlier toda HoF announced a drop in like-for-like sales and profits in the first half of the year as a result of “significantly disrupted” online sales following a replatforming of the website and heavy discounting of its legacy in-house womenswear brands.

 

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