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House of Fraser, the U.K. department store chain, is boosting its men’s wear business by creating its own stable of brands to complement its offering.
Last month, House of Fraser launched two new labels: Howick Tailored, a men’s formal suiting line, and Label Lab, a men’s casualwear line that’s filled with distressed graphic T-shirts, weathered denim jeans and leather biker jackets. The collections add to House of Fraser’s existing brands, which include Linea, a contemporary men’s line; Criminal, a casualwear label, and suiting by New & Lingwood, the British firm, and Kenneth Cole, which is exclusive to House of Fraser in the U.K. and Ireland.
Allan Winstanley, executive director of men’s wear, children’s wear and beauty at House of Fraser, said during an interview at the retailer’s Baker Street office in London that growing House of Fraser’s house brands is “a core strategy [across] our entire business.”
While the retailer’s own label product represents 20 percent of its overall men’s business, it contributes 25 percent in profit terms. “It punches above its weight in terms of profitability,” noted Winstanley.
Alongside its own brands, House of Fraser also carries men’s labels ranging from Ralph Lauren and Hugo Boss to 55 DSL…