House of Fraser will play host to pop-up concessions designed to drive footfall with an ever-changing offer.

Having launched in the department store chain’s Birmingham, Bluewater, Bristol and Manchester stores, the concessions may be rolled out to further stores.

The concessions will vary from location to location based on the demographics of local House of Fraser customers.

The pop-ups will be a mix of start-ups and large brands looking to create an experiential space and will be selected by Popertee, which will work with House of Fraser to analyse customer data and pick suitable start-ups for each store.

The partnership is designed to drive House of Fraser’s footfall while also giving start-ups more exposure, with both House of Fraser and the concessions paying Popertee commission.

House of Fraser head of in-store experience Martin Shires said: “This is a fantastic opportunity for House of Fraser to contribute to a growing market and bring a vibrant energy into a number of our flagship stores. Popertee’s technology has facilitated this in a clean and innovative way.”

Many larger department store chains are looking for new ways to fill excess space and drive footfall. This year, Debenhams acquired a stake in beauty services company Blow while John Lewis opted to offer 21 different services and experiences in its new Oxford store.