Frasers Group has announced the rebrand of its department store chain House of Fraser to FRASERS, marking what the retailer describes as a further step in its strategy to position the business as a modern premium retail destination.
The rebrand builds on the heritage of House of Fraser while seeking to reposition the department store format as a one-stop lifestyle destination spanning fashion, sport, beauty and homeware. FRASERS will continue to focus on a curated mix of premium and contemporary brands across multiple categories.
Alongside the rebrand, the retailer has announced television presenter Cat Deeley as the face of its Spring 2026 campaign. The partnership represents the brand’s first campaign collaboration since entering what the company describes as its “new era”.
Spring Campaign And Curated Edit
A 100-piece edit selected by Cat Deeley will launch in-store and online on 9 March 2026. The collection spans womenswear, footwear, accessories, childrenswear, home and beauty.
The curated selection includes products from brands such as Barbour, Ralph Lauren, Coach, Tommy Hilfiger and Charlotte Tilbury. According to the retailer, the edit reflects Deeley’s personal style and is intended to combine everyday practicality with a more premium aesthetic.
The campaign was photographed by Sandra Seaton and set within a British spring setting, intended to reflect everyday life at home and moments of domestic routine.
FRASERS currently operates more than ten stores across the UK and Ireland, including locations in Dublin, Gateshead, Dundee and Sheffield.
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