House of Fraser launches first concept store

House of Fraser launches first concept store

House of Fraser has launched its first House of Fraser.com concept store in Aberdeen. Instead of stocking its usual array of clothing and accessories, the new store instead features a series of iPads, computers and interactive screen which the customers use to order their desired products either for next-day home delivery or store collection.

To further enhance the experience, the store features a complimentary coffee bar and lounge area, which House of Fraser anticipates will create a relaxed shopping environment. For store collection orders, customers also have the ability to try on their purchases in fitting rooms to ensure that they are satisfied.

Robin Terrell, from House of Fraser, comments: “Aberdeen is a thriving city and we’re extremely excited to be returning there with our first House of Fraser.com store. This is an entirely new concept and the launch is a pivotal moment in the development of our multi-channel business, which has seen online sales increase by 107% in the first half of the year.”

Additional House of Fraser.com stores are planned, with another to open in Liverpool later this year.