What: Frasers Group has rebranded House of Fraser's website and app to Frasers as part of a major overhaul of the business.

Why it is important: This rebranding signifies Frasers Group's strategic shift towards a premium retail concept, moving away from the traditional department store model.

Frasers Group has rebranded House of Fraser's digital presence, including its website and app, to Frasers. This change is part of a comprehensive transformation of the business, aimed at consolidating the group's various brands under one roof. The rebranded platform now offers customers access to all brands in the Frasers Group portfolio across fashion, beauty, and home categories.

This rebranding comes as House of Fraser has been steadily disappearing from the British high street, with only 15 stores remaining from the 59 it had when Mike Ashley's Frasers Group acquired it in 2018. The company's CEO, Michael Murray, has previously warned that House of Fraser could completely vanish from the high street as part of this mass rebrand.

Frasers Group's strategy involves moving away from the traditional department store model in favor of a premium concept called Frasers, which will feature the group's own suite of brands. The company plans to open five new Frasers stores this financial year, including transforming its former House of Fraser store in Maidstone, Kent.

This transformation is not limited to House of Fraser. Frasers Group has been actively acquiring and rebranding various retail chains and properties. Recent acquisitions include premium menswear retailer John Anthony, luxury e-tailer Matches, and several shopping centers. The group is also expanding internationally, with acquisitions like Dutch sports retailer Twin Sport, as it aims to become the leading sports goods retailer in the EMEA region.

House of Fraser website and app rebranded to Frasers