What: Frasers Group aims to redefine the traditional department store format and attract high-profile brands, as the sector faces challenges and store closures.

Why it is important: The new Frasers department store concept is important as it aims to redefine and elevate the department store experience, attracting younger shoppers and showcasing high-profile brands, amidst a changing landscape in the sector.

Frasers Group has launched its premium department store concept, Frasers, in Norwich, as part of its strategy to redefine and revitalize the department store format. The flagship store spans 100,000 sq ft across three floors, with two floors dedicated to Sports Direct, USC, Evans Cycles, Game, and Belong. The ground floor houses the Frasers concept, featuring a beauty hall, menswear, womenswear, accessories, and Frasers Home. Each department has its own unique identity defined by color palettes, flooring, and branding. The aim is to attract younger, trendier shoppers by offering an elevated shopping experience and featuring high-profile brands.

The store incorporates marketing activations, with the ability to change stands regularly based on marketing initiatives and seasonal observations.

The company has been actively reimagining the department store format as the sector undergoes significant changes, including the collapse of Debenhams and store closures from other players. The new Frasers concept combines the group's premium portfolio under one roof and aims to rewrite the rulebook for department stores.

Frasers: Can the ‘next generation’ format fix the ‘broken’ department store model?