House of Fraser has confirmed it has signed a licence for womenswear brand Episode and will roll the brand out to all of its stores.
The deal, which was exclusively revealed by Drapers (September 8, 2007), is part of a drive by House of Fraser to strengthen its brand portfolio and position itself further upmarket.
Episode will replace Platinum, House of Fraser’s occasionwear and classic brand aimed at women aged 50-plus.
The brand currently has 16 concessions in the UK and Republic of Ireland, eight of which are in House of Fraser.
Under the agreement, all 16 Episode concessions will stop trading as of February 2008 and Episode will be sold exclusively in House of Fraser next year.
“Initially we are planning to open in 34 stores, but we should operate from all House of Fraser stores by December 2008, and customers will also be able to buy our ranges through the House of Fraser website,” said Paul Foster, director of GRI (UK), which owns Episode.
John King, chief executive of House of Fraser, said: “The agreement is part of our three-year investment programme, though which we are committed to building a stronger and more profitable business.”