House of Fraser to open smaller format store

House of Fraser is the latest department store chain to open a small format outlet as part of a multichannel strategy.

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The store in Aberdeen is expected to offer click and collect style service that will give shoppers access to its full range. The chain has not had a store in Aberdeen since 2002.

It follows John Lewis’s announcement that it will trial a new small department store format complemented by online kiosks and a store delivery service as part of a more “flexible” multichannel operation.

Debenhams has also said it will roll out kiosks connected to its online operations in all its 150 stores following a 26 store trial.

A House of Fraser spokeswoman says: “House of Fraser is excited to be returning to Aberdeen in September this year with the opening of its first smaller format concept store, as part of its growing multichannel offer. This is an entirely new store concept.”

The 1,500 sq ft store will be in Aberdeen’s upmarket Union Square shopping centre. House of Fraser would not confirm when it will open but is expected to reveal details later this year. It is not known if it is the first of several small format stores.

Watch Rosie Baker’s video viewpoint on department stores’ multichannel developments here

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