House of Fraser this week unveiled the blueprint for its menswear departments with the launch of an entire floor dedicated to premium men’s brands in its Glasgow store.
The 38,000sq ft department, which covers the entire third floor, features exclusive shop-in-shops with brands including Hugo Boss, Paul Smith and Z Zegna, along with licensed premium label Kenneth Cole and House of Fraser’s new streetwear own label Criminal.
The Glasgow store is the first to host House of Fraser’s new Testbed concept, a dedicated area for niche brands. Testbed in Glasgow carries Two Stoned, Zanerobe and One True Saxon and will allow the department store to trial up-and-coming labels with a view to moving them into their own spot in the store if sales are successful.
The Glasgow store is the first to have the complete new-look department. The company has also refurbished part of the menswear floor in its London flagship in Oxford Street, and elements of the new concept will be put into other stores.
Director of menswear and kidswear Allan Winstanley said: “This store is a real step forward for menswear, with dedicated areas for the brands. A lot of effort has been put into the shop-in-shops, which create a quality environment for more premium brands, which will make it one of our best-performing stores.”
House of Fraser is opening a store in Bristol’s Cabot Circus shopping centre at the end of this month and in the Westfield London development at White City in London on October 30.