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House of Fraser makes more room for Norr and Apricot

House of Fraser is to expand Danish multi-brand store concept Norr and British womenswear brand Apricot into further UK stores for spring 14.

Norr launched in the UK in four HoF stores in September – Manchester, Birmingham, Glasgow and Guildford in Surrey – as well as online. Next season will see it rolled out into HoF’s flagship Oxford Street branch, as well as Cheltenham and Westfield London.

Each concession measures between 750 sq ft and 1,000 sq ft.

Norr is owned by Scandinavian fashion business Metropol and in HoF stores it is merchandised with four other Metropol womenswear brands: St-Martins, Six Ames, Suit Female and S’Nob de Noblesse. It has been brought to the UK in partnership with London based sales, brand and retail agency Innocenza, headed up by agency founder Sofia Strazzanti.

HoF buying manager Louise Bailey said: “We are really pleased with the initial performance from

Norr. It has had a fantastic reaction.” Apricot, which launched concessions in three HoF stores – Birmingham, Worcester and Solihull – in November, is being tipped for expansion next year.

The department store chain is in discussions with the brand to extend the 650 sq ft concessions into 10 further stores in April.

Apricot has 346 concessions in the UK and 10 standalone stores.

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