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.

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