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House of Fraser revives Dickins & Jones name

House of Fraser is to relaunch the Dickins & Jones name for autumn 10 with the launch of a contemporary womenswear line named after the famous department store.

A House of Fraser spokeswoman said the range, which was set to be unveiled as Drapers went to press, featured “exciting and colourful clothing that offers a relaxed approach to dressing”. She added that it was a “quirky but quintessentially British brand”.

Bright colours and contemporary prints are integral to the collection, with simple shapes and feminine detailing at the heart of the design. Textures will be key for autumn 10.

Originally part of the House of Fraser stable of stores, Dickins & Jones was best known for its London Regent Street emporium, which was closed down by House of Fraser in 2005 after high rents meant it had been unprofitable since 2002.

The department store, which was founded in 1835, was bought in 1914 by Harrods, which was itself bought by House of Fraser in 1959. Following the closure of the Regent Street store, separate stores in Epsom and Richmond upon Thames traded as Dickins & Jones until 2007 when they were converted to the House of Fraser fascia.

After House of Fraser was acquired in 2006 by Highland Acquisitions, a consortium which included now defunct Icelandic investment firm Baugur, the new management began rebranding the lion’s share of the remaining regional stores under the House of Fraser name.

House of Fraser has been driving its own-label strategy over recent seasons, with the acquisition of iconic British brand Biba - set to launch for autumn 10 - the latest in a string of initiatives including the acquisition of the licence for womenswear brand Episode and expansion of own brands Untold and Linea.

Meanwhile, former Baugur chief executive Jón Ásgeir Jóhannesson confirmed this week that he has stood down as a director of House of Fraser after a £1.4bn lawsuit was filed against him for allegedly ‘looting’ Icelandic bank Glitnir in the weeks leading up to its collapse in 2008. Jóhannesson denies the claims.

Readers' comments (1)

  • It is great to see that the Dickins & Jones name has been revived but it must be a range for an older customer though, because the youngest people will not remember the store from before I should imagine. House of Fraser is increasing its own-brand offer a lot. How they approach reviving Biba will be even more interesting.

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