Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

House of Fraser to launch new house brand

House of Fraser will launch a new womenswear house brand this autumn called Maison De Nimes, focused around denim and casual separates.

Maison de Nimes

Maison de Nimes

Maison de Nimes

The brand, which will be introduced to selected House of Fraser stores from September, takes inspiration from “coastal living from LA to Ile de Ré”, a spokeswoman said.

The collection includes a washed-out logo T-shirt priced at £25, jeans at £55 and a soft leather jacket in pale grey at £249.

House of Fraser is aiming to grow sales of its house brands from 15% in the year to January 30. It did not give a target figure.

Concessions currently account for 50% of its fashion sales, while wholesale is around 35%, chief executive Nigel Oddy told Drapers earlier this month.

The department store chain is also introducing Donna Ida and DL1961 denim and Joules womenswear for autumn 16, as well as Versace Jeans for men.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.