House of Fraser has revealed pictures of its click and collect store, House of, which opened today in Aberdeen’s Union Square shopping centre.

As first revealed by Retail Week in August, it is the first of its kind for House of Fraser, and the 1,500 sq ft store aims to tap into the growing popularity of click and collect.

The store does not stock merchandise but instead features iPads, computers and interactive screens where customers can order products which are then delivered the following day to either the customer’s home or to the store for collection.  

Customers will have direct access to more than 1,000 brands stocked on House of Fraser’s website.

The retailer will open a second store at Liverpool One shopping centre before Christmas. The retailer said “further stores are planned”.

House of Fraser said the store’s coffee bar and comfortable seating will encourage “a relaxed shopping environment”. 

Fitting rooms will also be provided so customers can try on items before taking them home. 

House of Fraser’s director of multichannel Robin Terrell said: “Aberdeen is a thriving city and we’re extremely excited to be returning there with our first House of store. This is an entirely new concept and the launch is a pivotal moment in the development of our multi channel business, which has seen online sales increase by 107% in the first half of the year.’ 

Lawrence Hutchings, UK retail managing director at Hammerson, owner of Union Square, said: “To have secured the first pure buy and collect concept store in the UK is not just important for the centre – it also has the potential to shake up the retail sector.

“Shopping is no longer a linear process and the majority of purchases are now informed by more than one channel as consumers increasingly spend more time online and increasingly prefer to collect in store, which drives footfall and additional sales for our retailers.

“Union Square has a strong customer catchment and adding House of Fraser to the retail line up will considerably strengthen our offer.“