House of Fraser promises a ‘premium shopping experience’ with its Rushden Lakes store

The logo for Rushden Lakes

The logo for Rushden Lakes

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House of Fraser bosses say they want to create a ‘premium shopping experience’ when they open their store at the £60m Rushden Lakes retail and leisure complex.

The Northants Telegraph reported yesterday that House of Fraser was set to be one of the anchor stores at the major scheme at the former Skew Bridge site.

We will now look forward to creating a premium shopping experience for our customers to enjoy when the complex opens in 2017

Nigel Oddy

And the department store has today (Friday) confirmed that it has signed an agreement with LXB Retail Properties to open an anchor store with 64,000 sq ft of retail space at Rushden Lakes.

The new store will be House of Fraser’s first store at an out-of-town retail and leisure complex and will be its first full mix ‘bricks and mortar’ store to open in the UK since 2008.

In recent years, House of Fraser has focused on further developing its multichannel proposition including the introduction of new concepts such as the Aberdeen dotcom store which launched in 2011, alongside continued investment in its store portfolio and international expansion.

House of Fraser’s buy and collect and order in store services will allow customers greater accessibility to brands and collections which may otherwise only be available in one or two cities nationwide.

Nigel Oddy, CEO at House of Fraser, said: “We are extremely pleased to announce that we have signed an agreement to open our first store at the new out-of-town retail and leisure complex in Rushden Lakes.

“A physical store presence will allow us to serve a catchment area where House of Fraser has previously had a loyal customer base, as well as providing an opportunity to introduce our proposition to new customers.

“Renowned for our wide range of brands, including our exclusive private label brands such as Linea and Biba, we will now look forward to creating a premium shopping experience for our customers to enjoy when the complex opens in 2017.”

House of Fraser used to have a store in the former Beatties shop in the Grosvenor Centre in Northampton until it closed in March 2014.

The premises have since been filled by Primark and Next.

Tim Walton, CEO at LXB, said: “Following the group’s interim results for the period ending 31 March 2015, we are extremely pleased to announce House of Fraser has now signed an agreement for lease, as an anchor store, at Rushden Lakes.

“Rushden Lakes will be a new generation of shopping parks with a strong retail and leisure mix, making it an attractive proposition for House of Fraser and other quality retailers.”

As announced at the full year trading update in April 2015, within the UK, House of Fraser plans to significantly increase the level of investment in its multichannel proposition as well as the refurbishment of the store portfolio, with six store upgrades planned in the coming year.

Internationally, House of Fraser will open its second franchise store in Abu Dhabi shortly and has plans to open further stores in the Middle East.