House of Fraser is to introduce a raft of upmarket concessions and ramp up its Linea own label in an effort to create a premium offer for its home division.

The retailer wants concessions to form half of the home category ultimately, up from the 40 per cent that will be in stores this spring. It will also drive Linea to account for a third of the offer, as the retailer continues to focus on the brand to sharpen performance across all of its categories.

The refocus follows the business strategy introduced by chief executive John King – who joined following the department store’s takeover by a Baugur-led consortium last year – to create a UK version of upmarket US store Nordstrom (Retail Week, February 2).

Director of home, food and restaurants Nigel Oddy was drafted in earlier this year to drive the aspirational strategy. Oddy has since streamlined the division and restructured the buying and concessions teams.

The retailer has introduced concessions from upmarket Italian furniture retailer Natuzzi, Laura Ashley and luxury home furnishings and bed linens retailer Dorma in the past two months.

Oddy said: “We are working in line with the business strategy to create a premium offer for aspirational product with value.

“We will create a point of difference through exclusivity and Linea.”