What: Frasers Group is set to close its House of Fraser store in Maidstone, and transform it into a multi-brand flagship.

Why it is important: Frasers Group is set to close its House of Fraser store in Maidstone on 30th March. It will reopen in the autumn as a multi-brand flagship featuring its new department store format Frasers alongside other group brands Flannels and Sports Direct.

The expansion of the Frasers concept, first introduced in Wolverhampton in 2021, demonstrates the company's commitment to diversifying its brand portfolio and exploring new retail formats. This expansion aligns with the company's goal to revitalize its retail presence and maintain relevance in an evolving market. The transformation of the Maidstone store signifies a significant investment in the local area and the potential for job creation as the flagship multi-brand store is set to reopen in the autumn. This could have positive implications for employment and the local economy. The retail agency partner, David Legat, expressed optimism, stating that the addition of Frasers, Sports Direct, and Flannels secures the scheme as a retail-led destination in the future.

The transformation of the Maidstone store represents a strategic pivot for Frasers Group, an expansion of its brand portfolio, potential economic benefits for the local area, and an enhancement of Maidstone's status as a retail destination.

Frasers turning House of Fraser Maidstone store into multi-brand flagshi