Frasers Group has rebranded the House of Fraser website and app as part of a mass rebrand of the business.

The department store, which has been slowly disappearing from the British high street, had its digital presence rebranded to Frasers this week, giving customers access to all the brands in the group’s portfolio across categories including fashion, beauty and home.

Frasers shared the rebrand on LinkedIn with a caption that read: “Welcome to Frasers. A new look, new approach, and a new way to shop from House of Fraser.

“We’ve been busy making some changes to the way you shop. You’ll find the same best-in-class brands across fashion, beauty and home. You’ll have the ability to shop our family brands under one roof. And you’ll find carefully curated products, chosen for you.”

House of Fraser’s Cabot Circus store closed at the start of the month, leaving the department store with just 15 shops – almost a quarter of the 59 it had when it was snapped up by Mike Ashley in 2018.

Chief executive Michael Murray warned last year that House of Fraser could completely vanish from the high street as part of mass rebrand of the business.

Murray said that its current strategy is to move away from the traditional department store in favour of a premium concept model, called Frasers, filled with the group’s own suite of brands.

The House of Fraser owner revealed last month that it plans to open five Frasers stores this financial year, including transforming its former House of Fraser store in Maidstone in Kent, as it looks to expand its current portfolio of ten.

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