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House of Fraser contemplates Biba roll-out


After a successful first season House of Fraser (HOF) is considering rolling out its Biba fashion brand to more than the current 34 stores.

The news came as HOF unveiled its Biba spring/summer collection which centres heavily on fashions current love affair with the 70’s look of flares and floral prints.

Launched in September 2010 Biba has quickly became one of the retailer’s best performing brands and its saw sales exceeded £1 million in the first month of trading.

House of Fraser’s Executive Director for Womenswear & Accessories Stephanie Chen said: “We were absolutely delighted with how well our customers’ responded to the Autumn/ Winter 2010 Biba collection.

“For Spring/Summer 2011, the label goes from strength to strength, with several pieces already proving to be best-sellers. The original Biba was always about exciting product, and bringing back that ethos has been key to the collection’s appeal.”

HOF has also announced that it will be launching a Biba home collection as well as a bridal range following popular customer demand.

After the collaboration with networking company Affiliate Window last month the brand is hoping to continue to drive its internet sales.

Published on Tuesday 15 February by Editorial Assistant

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