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House of Fraser puts the emphasis on the premium customer experience with new chief executive

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House of Fraser has emphasised the premium customer experience as it appoints Alex Williamson as its new chief executive.

Williamson, who joins from The Goodwood Estate, known for its motor and horse racing flagship events, will start in his new role on July 31.

House of Fraser said the appointment was a reflection of its customer-focused strategy. Executive chairman Frank Slevin, (pictured left) said: “Having recently set out our vision for the future of House of Fraser, we are delighted to announce the appointment of Alex Williamson as our new CEO. Alex is uniquely placed to execute our vision, and to contribute his extensive expertise of delivering compelling and engaging experiences for the customer.

“Over the last two years, we have built a very strong management team, with particular expertise across the key disciplines in retail. This has enabled us to make an appointment that is a clear statement of the direction we intend to take, placing the customer at the centre of our business. House of Fraser operates in an exciting and challenging market requiring an ability to innovate and manage an increasing pace of change. I am confident Alex will be able to add his perspective and skill of running the Goodwood Estate, one of the great British heritage brands to the benefit of our continued growth.

“I am personally very pleased we have been able to attract someone with his calibre and leadership track record and I, along with the senior management team, look forward to welcoming him to the business later this year.”

Williamson, (pictured right), has been chief executive at Goodwood since December 2012, having joined in 2008 as chief financial officer and gone on to lead an agenda that emphasised both the connected and the global nature of the business. He was previously head of finance at TUI Travel.

He said: “I am very pleased to be taking on this role at such a pivotal time for House of Fraser, another great premium British brand. I am looking forward to working with Frank and the strong management team to bring to bear House of Fraser‘s engaging and innovative vision.“

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