Established in 1849, House of Fraser (HOF) is one of the UK’s most venerable retail brands. As such, it is one of the only three UK department stores to ever earn the Royal Warrant distinction from the British royal family. With over 17,000 employees, HOF operates over 60 stores across the UK, Ireland and the Middle East. It is the third largest department store in the UK.

In addition to strong in-store sales, HOF has developed a well-scaled online retail channel that has seen 70% annualized average online sales growth since 2007. HOF’s strength is attributable not only to its remarkable sales volume but also to its three-pronged product strategy that includes high-margin own-bought products, HOF house brands (representing almost 50% of total sales), as well as traditional concession sales. At the end of 2016, HOF’s first Chinese flagship store was settled in Xinjiekou, Nanjing.

House of Fraser China (HOF China) is a Chinese subsidiary corporation of House of Fraser. With a rich heritage of 169 years of retailing history, HOF China enters the Chinese market by means of re-defining the concept and form of the modern department store.

HOF China introduces to China a distinctive department store business model that combines house brands, buyers brands and concession brands, and emphasize displaying and recommending brands or products with British descent to customers of China. The internal and external decoration of its stores will also fully embody a British design style so as to perfectly represent the symbolic British architectural aesthetics and qualities.

HOF China follows the operation concept of House of Fraser, always insist the “customer first” philosophy, and promote special premium services such as high-end personal shopping consultants as well as online purchase and offline pick-up, so as to allow every customer to enjoy a distinguished shopping experience and an unadulterated British lifestyle.

In 2016, the first flagship store of HOF China opened in Xinjiekou, Nanjing. In 2017, House of Fraser in Xuzhou opened. It will integrate commercial classics of both China and the West and demonstrate “Chinese Commerce 4.0”, providing consumers with comprehensive-value ecological chain services featuring “house brands + buyers system + scene-based experience + O2O + finance”. At the same time, House of Fraser in Liuzhou is in the business planning stage. We provided them the comprehensive services from budget forecast, buying, importation through store operation management included logistics solution and quality compliance.