House of Fraser has invested £1m into revamping its men’s formalwear department to create a destination for shoppers, featuring new brands, a bar and its first bespoke suiting service.
The 6,500 sq ft refurbished department in the Oxford Street store will be unveiled next month. Shoppers will be able to enjoy a coffee or whisky while reading a book from the library or watching a film in the lounge and bar area.
The department has been inspired by the traditional gentlemen’s club – indeed the first clubs were established in London’s West End – with leather sofas and armchairs and wood panelling. House of Fraser director of buying for menswear Jackie Hay said the formalwear section of the store required a slower, more considered pace.
The new look could be rolled out to other locations depending on the success of Oxford Street.