House of Fraser has signed a licensing agreement with classic men’s shirt brand New & Lingwood as it strengthens its own-brand portfolio.
New & Lingwood’s existing range includes ready-to-wear formal shirts, footwear and accessories. It has a bespoke business which it runs from shops in London’s Jermyn Street and Eton in Berkshire.
New & Lingwood also has a store under the Joseph Gane name in Eton. The brand will launch in House of Fraser stores for spring 09. Later this year, House of Fraser will be introducing its streetwear brand Criminal, which it bought from Baugur earlier this year, to its own-brand stable.
Last month, HoF announced a licensing deal with Polo Ralph Lauren’s womenswear brand Lauren. The new brands will join Linea, Episode, Untold, Kenneth Cole and Howick in HoF’s stable of own brands.
The department store chain has also launched an in-store menswear concept area called Testbed in its larger stores. Testbed is dedicated to smaller niche labels and up-and-coming casualwear brands.
Brands stocked in the Testbed area this season include Gio-Goi, Stone Island Denim, Zanerobe, Two Stoned, Money, One True Saxon and Worn By.