Frasers to open luxury department store at Meadowhall

By

Barbara Santamaria

Published
Jan 23, 2020

When retail mogul Mike Ashley added House of Fraser to his portfolio in 2018, he spoke about converting the chain into the “Harrods of the high street”. And two years later, his vision is starting to take shape.

The first in a series of new Fraser stores is set to open at Meadowhall shopping centre in Sheffield later this year, his retail group has announced.

Complete with a champagne bar, pop-up space and wellness treatment rooms, the 65,000 sq ft store will serve as a blueprint for a more upmarket version of House of Fraser.

The ‘landmark’ store will open in two phases, with the first opening in early winter 2020 with a selection of luxury fashion and lifestyle items across two levels. There will be an accessories hall, dedicated trend-led areas and an interactive Frasers House for homewares. 

A beauty hall will offer visitors a space to take a break with a cocktail bar and café, as well as discover new products and attend masterclasses.

The second phase, opening spring 2021, will mark the launch of Flannels, the group’s premium proposition, at the store. The expanding brand, which opened a flagship store on London’s Oxford Street in 2019, sells designer clothing, footwear and accessories from brands including Gucci, Prada, Burberry and Off-White.

Ashley’s Sports Direct business rebranded itself to Frasers Group at the end of 2019 to elevate its image beyond sportswear. 

“This is the first major site signed since announcing our plans for Frasers and we’re proud to have acquired such a prominent location in one of the most forward-thinking schemes in the UK,” said Frasers Group head of elevation Michael Murray.

"We're committed to delivering an aspirational new store that will epitomise the exciting future of Frasers, as we look to move forward with opportunities – including the progression of our flagship site in Glasgow, as well as new Frasers stores in Belfast and Liverpool."