The department store group has launched designer-inspired collections for its Linea range as it aims to drive sales from the own-label.
The “Linea by…” ranges comprise collaborations with homewares brands and designers including Aaron Probyn (pictured), Joseph Joseph, Portmeirion and Bodum.
House of Fraser wants to drive the growth of the Linea private label and will consider similar initiatives with its fashion ranges. House of Fraser director of home and foods Nigel Oddy said: “The ranges, as well as adding to the credibility of Linea, give us a further point of difference from the competition.”
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