House of Fraser hires marketing lead to boost premium positioning

House of Fraser has drafted in former Wickes and Shop Direct marketer Tony Holdway to lead marketing strategy in the newly created brand director role.


The department store wants Holdway to reinforce its premium positioning by developing own-label brands including Label Lab and Shabby Chic. He will also have oversight of PR and in-store marketing.

It is also hoping to accelerate development of multi-channel initiatives such as the buy and collect “virtual department stores”, collection hubs for online orders, setup in Aberdeen and Liverpool in2011.

In-house brands and online sales were cited as drivers of a 6.3 per cent increase in sales from of its 60 plus stores over Christmas. It is thought the chain could be the subject of a bid by Middle Eastern investors this year and is said have attracted the interest of Sports Direct owner Mike Ashley and John Lewis in the last 12 months.

Holdway’s most recent role was brand director at DIY chain Wickes. He has also had senior marketing positions at Shop Direct and Mothercare.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here