In its latest revamp, the flagship store of House of Fraser on Oxford Street has dropped James Lakeland, a longstanding label that had been a prime brand at the store for the last 16 seasons.
The House of Fraser has decided to do away with more than 10 brands to make space for its spring offer.
James Lakeland said getting axed by a department store would have negative impact on the brand, both in terms of sales and finance. However, it added that it will continue to have its presence on House of Fraser's website. It will now focus on its own stores in St John's Wood and on New Cavendish Street.
Separately, House of Fraser said it will enhance its partnership with Mary Portas to launch four new shop-in-shop outlets next month. It said this will enable it to take full advantage of Spring season sales.
Fibre2fashion News Desk - India
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