Hope for store as new owner of House of Fraser shares vision

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HOUSE of Fraser’s new owner Mike Ashley says some of the chain’s stores could have whole floors taken over by Sports Direct.

Ashley, who made his name with the sports brand, bought the fashion retailer for £90million last week, hours after it went into administration.

He told The Sun some of the bigger House of Fraser stores’ floors could be transferred to Sports Direct or Flannels, a clothing brand he owns shares in.

Cheltenham Promenade’s Cavendish House is home to a House of Fraser branch covering around 163,000 square feet.

The news comes after Ashley vowed to keep 80 per cent of House of Fraser stores open.

This has sparked hope for the branch in Market Place, Cirencester, which was earmarked for closure.

Plans to close 31 stores appear to have been scrapped after Ashley told The Sun 80 per cent of House of Fraser’s 59 branches will remain open.

He said: “In a year’s time you can hold my feet to the fire on that.”

“In Harrods you get some exceptional services. What we would like to do is introduce a ‘concierge click and collect’ at House of Fraser.

“When you go online and say you want to collect goods in store, you should be able to book a time, book a changing room and book a stylist.

“You get that kind of personal shopping service in a Harrods. There’s no reason why it couldn’t be rolled out nationally across House of Fraser.”

Sports Direct, which already held an 11 per cent stake, bought House of Fraser outright just hours after it went into administration.

It was left on the brink of collapse after C Banner, the Chinese owner of toy store Hamleys, pulled out of a £70million rescue deal.

House of Fraser, which Ashley affectionately calls ‘HOF’, is now set to introduce more luxury brands.

Its new owner said names like Gucci, Prada, Stone Island and Mallet footwear were “the biggest thing missing” as House of Fraser ran into trouble.

He intends to stock House of Fraser with successful “cool brands of the moment”.

Ashley said: “It is not taking away from House of Fraser, but adding to it.

“If you get the right product, it is not on the shelves for long.”