Mike Ashley to launch 'Frasers' luxury chain

House of Fraser Glasgow

Mike Ashley is set to rebrand up to seven House of Fraser stores as ‘Frasers’, turning the clutch of shops into a new luxury chain.

The retail mogul, who bought House of Fraser out of administration last August, has told suppliers that he wants to rebrand up to seven stores with the rest of the estate, which comprises around 50 stores, remaining House of Fraser, The Guardian reported.

The Glasgow flagship already trades under the Frasers name, while the Belfast store is among the outlets included in the rebrand plans.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.