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House of Fraser plans small format fashion stores

Department store chain House of Fraser is developing a small store fashion format called HOF to roll-out into town centres and smaller scale cities.

The department store chain - which is owned by a consortium including Icelandic investor Baugur, entrpreneur Kevin Stanford and Sir Tom Hunter - is working up plans for 40,000 sq ft to 50,000 sq ft stores which will be branded HOF rather than the full House of Fraser name.

The stores will focus on fashion, and will help House of Fraser grow sales of its own label clothing ranges such as Linea from £30 million to £100m.

House of Fraser chairman Don McCarthy told The Sunday Times: “There are certain cities, such as Cambridge, where we don’t think we can have a big store - but we could have a smaller fashion store.”

House of Fraser’s existing average store size is between 100,000 sq ft and 120,000 sq ft format.

McCarthy’s plans are similar to the strategy being implemented by debenhams“>Debenhams. It has opened small format stores called Desire in towns that can’t support its full offer.



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