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Own brands to lead online advance at House of Fraser

House of Fraser is to focus on own labels in its first foray into selling clothing online.

The retailer’s web site currently sells a mix of non-clothing product, ranging from homewares to electrical appliances and accessories. However, when the site relaunches in September it will offer HoF’s own-brand clothing lines, which include Linea men’s and women’s officewear and casualwear, young fashion brand Therapy, upmarket women’s young fashion brand Untold and classic menswear label Howick.

HoF finance director Stefan Cassar told Drapers the new website would be up and running before the end of this year. “We will initially concentrate on own-bought brands and private label,” he said, adding that HoF was still “dotting the i’s and crossing the t’s” with outside brands.

However, he denied the relaunch was being driven forward as part of a Baugur group strategy for its brands, and said the online offer would be determined by the labels already represented in HoF stores.

The department store group was bought for £351 million in November 2006 by a consortium led by Icelandic investment group Baugur.

Baugur’s interests in UK retail include Mosaic Fashions and value retailer MK One.

HoF has appointed digital marketing agency LBi to revamp the website.

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