Frasers Group has announced the rebrand of its department store chain House of Fraser to FRASERS, marking what the retailer describes as a further step in its strategy to position the business as a modern premium retail destination.
The rebrand builds on the heritage of House of Fraser while seeking to reposition the department store format as a one-stop lifestyle destination spanning fashion, sport, beauty and homeware. FRASERS will continue to focus on a curated mix of premium and contemporary brands across multiple categories.
Alongside the rebrand, the retailer has announced television presenter Cat Deeley as the face of its Spring 2026 campaign. The partnership represents the brand’s first campaign collaboration since entering what the company describes as its “new era”.
Spring Campaign And Curated Edit
A 100-piece edit selected by Cat Deeley will launch in-store and online on 9 March 2026. The collection spans womenswear, footwear, accessories, childrenswear, home and beauty.
The curated selection includes products from brands such as Barbour, Ralph Lauren, Coach, Tommy Hilfiger and Charlotte Tilbury. According to the retailer, the edit reflects Deeley’s personal style and is intended to combine everyday practicality with a more premium aesthetic.
“Working with FRASERS on this Edit was a very full circle ‘pinch me’ moment as my mother has been a House of Fraser (as it was called at the time) shopper since I was a little girl. It is a brand that resonates deeply with me and I am honored to join the FRASERS family with this collaboration.”
Cat Deeley
“Today marks a defining moment as we re-introduce FRASERS and take another meaningful step in elevating our premium retail vision. This rebrand is more than a new name, it’s about creating a destination that brings together the best in fashion, lifestyle and beauty for the modern customer – from Coach and Ralph Lauren to Charlotte Tilbury and more. Welcoming Cat Deeley as the face of our Spring campaign perfectly reflects that ambition; her timeless British style and authentic connection to the brand make her an ideal partner as we begin this new era.”
David Epstein Chief Brand Partnerships Officer, Frasers Group
The campaign was photographed by Sandra Seaton and set within a British spring setting, intended to reflect everyday life at home and moments of domestic routine.
FRASERS currently operates more than ten stores across the UK and Ireland, including locations in Dublin, Gateshead, Dundee and Sheffield.
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