Meadowhall store looks to buck retail trend with rebrand

Mike Ashley’s Frasers Group is planning to convert the former House of Fraser store in Meadowhall into a Flannels outlet, the group’s luxury brand, as it looks to buck the trend of high street retail.

It’s been reported that the House of Fraser store – a brand also owned by Ashley – which was to undergo a “transformation” to become a 65,00 sq ft “luxury lifestyle ‘Frasers’ store” by spring 2021, is now to become home to the group’s fashion retail arm.

Staff at the Meadowhall branch of House of Fraser, which was due to close in January for the refit, could be offered alternative roles within the Group or face redundancy.

The move at Meadowhall comes as part of strategy of “elevation” by Ashley’s group that will see it launch 15 new stores over the next five years. The first phase current includes a new 120,000 sq ft store planned for Liverpool, alongside a 90,000 sq ft unit in Leicester.

The new Sheffield store is said to be designed by architects Argent and will include both dining options and a focus on beauty.

The £4bn-turnover group has continued to be bullish and has continued to invest despite the face of problems on the high street. However it has also faced short-term challenges, and it withdrew its profit guidance – causing its share price to fall 10% – after tier 4 restrictions were imposed in London and the South East.