House of Fraser redirects traffic to Flannels

House of Fraser’s website is now diverting traffic to Flannels’ website, the luxury department store owned by Mike Ashley.

After falling into administration on August 10 and being rescued by Sports Direct’s owner Ashley for £90 million on the same day, the embattled retailer’s website was pulled last week.

It is understood that employees at House of Fraser’s distribution centre in Wellingborough were ordered to stop accepting goods and processing deliveries by the site operator XPO Logistics, which is understood to be owed over £30 million by the collapsed company.

All online orders were cancelled last Friday days after the website was pulled, but traffic is now being diverted to Ashley’s Flannels store, in a sign of possible cross brand developments to come.

A message on House of Fraser’s website, now reads: “In the meantime… browse the latest luxury fashion from selected designers at”.

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