Frasers Group this week said that House of Fraser in Dundrum, Dublin, would close in the next three months, after it was served notice by its landlords.
The building will instead be let to Brown Thomas and Primark, which trades in Ireland as Penneys. Frasers, previously Sports Direct International, said it was hopeful that staff at the store would be employed by the new tenants.
Frasers Group currently operates 51 House of Fraser stores, down from the 59 it acquired when it bought the department store out of administration in 2018. This week it said it would continue “to strengthen the House of Fraser brand throughout the UK and Ireland”.
Frasers Group also said it was focusing on the “imminent” launch of its new Frasers stores. The group’s Glasgow store, previously part of the House of Fraser group, is already called Frasers. It now plans to open a Frasers store in Sheffield’s Meadowhall shopping centre this winter, replacing its existing House of Fraser store on the site. Other conversions from House of Fraser are likely to follow.
The Frasers brand is at the heart of the Frasers’ Group move upmarket as part of its ongoing “multichannel elevation strategy”. In its half-year results, published in December, Frasers Group chairman David Daly said the Frasers strategy was “to create a superior shopping experience for the consumers which will be led by the original Frasers”.
He also said that the first half of the year had shown the elevation strategy was “the right plan for the group’s growth and future.” He pointed to the new Flannels flagship store, which opened in September 2019, as part of that. There are now 42 Flannels shops.
Image courtesy of House of Fraser