Frasers Group Unveils Unified Online Platform, Merging Brands Under One Roof

Frasers Group has taken a significant step in its digital strategy, relaunching the House of Fraser website and app as "Frasers". This move allows customers to seamlessly shop from all the company's brands, including Sports Direct, Game, and Sofa.com, from a single platform.

The new website and app, boasting an enhanced aesthetic and improved infrastructure, were launched this week, offering shoppers access to the entire Frasers portfolio across categories like fashion, beauty, and homeware. The online experience now mirrors the in-store offerings at the retailer's multi-brand anchor shops, including Frasers, Flannels, and Sports Direct stores located together.

This rebranding is part of the group's broader digital elevation investment, announced earlier this year. It follows the integration of the Frasers Plus credit and loyalty platform into its brand ecosystem. Chief executive Michael Murray describes Frasers Plus as the company's equivalent of Amazon Prime, and in June, the retailer secured its first third-party partnership for the platform with THG Ingenuity.

Frasers shared the rebranding news on LinkedIn, stating: "Welcome to Frasers. A new look, new approach and a new way to shop from House of Fraser. We've been busy making some changes to the way you shop. You'll find the same best-in-class brands across fashion, beauty and home. You'll have the ability to shop our family brands under one roof. And you'll find carefully curated products, chosen for you."

This unified online platform signifies a strategic shift for Frasers Group, aiming to enhance customer convenience and brand visibility. By offering a centralised shopping experience, the group aims to capitalise on the growing demand for online retail and streamline the customer journey across its diverse portfolio of brands.