Frasers Group, leading retail powerhouse, has today officially announced the rebrand of its iconic House of Fraser to FRASERS, signaling the Group’s latest step towards setting a new benchmark for modern, premium retail.
Bricks-and-mortar retail has been at the heart of the Group since the beginning and this rebrand builds on House of Fraser’s heritage to reimagine the traditional department store and create the UK’s go-to, one-stop-shop lifestyle destination. From leading brands across premium fashion and lifestyle to sport, beauty and homeware, FRASERS has been carefully curated to inspire and cater to the evolving needs of today’s shopper.
As part of its rebrand, FRASERS has partnered with television presenter, Cat Deeley, to be the face of its 2026 Spring campaign – the brand’s first collaboration since entering its new era.
On Monday 9th March 2026, a 100-piece edit – hand-selected by Cat – spanning womenswear, footwear, accessories, kids, home, and beauty will launch in-store and online.
Featuring iconic wardrobe staples from household names such as Barbour, Ralph Lauren, Coach, Tommy Hilfiger and Charlotte Tilbury, the curated spring edit reflects Cat’s signature style and timeless British aesthetic. Designed for both casual and formal moments – whether you’re enjoying a luxurious staycation here in the UK, or simply out and about in the countryside – the edit blends premium minimalism with effortless, everyday style.
Speaking on the collaboration, Cat Deeley commented: ‘‘Working with FRASERS on this Edit was a very full circle ‘pinch me’ moment as my mother has been a House of Fraser (as it was called at the time) shopper since I was a little girl. It is a brand that resonates deeply with me and I am honored to join the FRASERS family with this collaboration.’’
David Epstein, chief brand partnerships officer, Frasers Group, added: “Today marks a defining moment as we re-introduce FRASERS and take another meaningful step in elevating our premium retail vision. This rebrand is more than a new name, it’s about creating a destination that brings together the best in fashion, lifestyle and beauty for the modern customer – from Coach and Ralph Lauren to Charlotte Tilbury and more. Welcoming Cat Deeley as the face of our Spring campaign perfectly reflects that ambition; her timeless British style and authentic connection to the brand make her an ideal partner as we begin this new era.”
Shot by Sandra Seaton, the campaign is set within a quintessential British spring backdrop, capturing life at home and the beauty of everyday moments. Rooted in comfort, functionality and modern motherhood, the campaign showcases how to be effortless yet chic by pairing easy, versatile pieces that feel both relaxed and considered; proving that style and practicality can coexist seamlessly.
FRASERS currently boasts more than ten sites across the UK and Ireland, from Dublin and Gateshead to Dundee and Sheffield.Shop Cat’s edit from 9th March in FRASERS stores and online at FRASERS.com
