There are certain places that punctuate your life, not through grand, once-in-a-lifetime moments, but through familiar and routine visits. For many Millennials, that place was House of Fraser, Saturday trips with your mum, wandering the perfume hall, and discovering the thrill of an investment piece (mine was the Mulberry Alexa I saved for).
You knew it as House of Fraser… Meet FRASERS.
Today, the beloved British department store of our youth has been reimagined for the modern shopper: familiar yet renewed, nostalgic yet future-facing. And honestly? Shopping at the new FRASERS feels a little like coming home, only more elevated, more design-led, and, hopefully, a reflection of how our taste has grown up too.
©Frasers
Over the past few years, FRASERS has quietly redesigned what a department store can be. The traditional model (charming but static) has given way to something more agile, more immersive, and far more attuned to the way we shop now. Digital touchpoints flow seamlessly with physical spaces; curated brand worlds replace endless rails; discovery is intentional and intuitive.
Strategic brand moments now take centre stage, with dedicated spaces for the names shaping how we dress today: Barbour, Polo Ralph Lauren, UGG, Mulberry, GANNI, Calvin Klein, Ted Baker, The North Face, BOSS, Dune, Marc Jacobs, and more. Whether you’re updating your winter wardrobe, refreshing your accessories, or ticking off your Christmas list, everything sits under one roof, beautifully connected online and in store.
©Frasers
But what truly defines FRASERS is the emotional thread that remains. Because while the design, experience, and brand mix feel distinctly next-gen, the spirit is unchanged. It’s still that place you visit with your mum on a Saturday. Still the place you duck into after work for a moment of retail escape. Still the place where personal style milestones happen – where the Mulberry Alexa of my teenage years becomes the Mulberry Roxanne of my adulthood, completing a full-circle moment.
FRASERS isn’t just a reinvention. It’s a love letter to everything that made British department stores magical: nostalgia, discovery, community – reframed through a modern, elevated lens. For those of us who grew up in between its rails, it’s proof that some icons don’t fade. They evolve. And this is just the start; there are more things to come in spring 2026.
Shop: Our FRASER Edit
Frasers
Frasers
Frasers
Frasers
Frasers
Daisy Murray is Grazia’s Fashion Commerce Editor. Previously ELLE UK’s Fashion Site Editor, Daisy has interviewed fashion icons such as Sarah Jessica Parker, profiled designers like Cecilie Bahnsen, and written features on vintage shopping and hypey trends alike. Find her on Instagram and TikTok here.
link
