HoF takes on fashion rivals with relaunch of Linea line

House of Fraser (HoF) is relaunching its Linea fashion range as it attempts to boost sales in the face of fierce opposition from rivals, such as Marks & Spencer’s Autograph collection.

The retailer is set to refresh the mens- and womenswear ranges for the autumn/winter season. It has appointed roster shop Hooper Galton to handle a campaign to back the revamp.

HoF stated in its financial results: “Later in the year we will be carrying out a major relaunch of our Linea private label ranges, supported by promotional campaigns. This will be the most significant development for a number of years on our most important private label brand, and we are very excited about its prospects.”

Baugur, the Icelandic investment group that owns toy store Hamleys, supermarket chain Iceland and several fashion brands under the Mosaic umbrella, is in talks with HoF about making a cash offer for the department store group.

Separately, HoF is running an online campaign to increase visitor numbers to its website and stores during the World Cup (MW last week). The “Love it/Hate it” campaign is being split into two streams, with separate communications aimed at those who love or loathe football.

Fans will be kept up to date with events at the tournament through a calendar of matches, sweepstakes, prize competitions and trivia. Those less enthused by the tournament will be targeted with special offers and the chance to win prizes from companies such as Sony and Moschino. HoF is promoting the campaign via its main website and e-mails to its database of 200,000 customers.

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