House of Fraser

August 25, 2011 05:13 ET

Mary Portas Launches Her First Shop at House of Fraser

Creative Director brings her retail expertise to House of Fraser

LONDON, UNITED KINGDOM--(Marketwire - Aug. 25, 2011) - Retail expert Mary Portas has launched a shop and collection aimed at grown-up women, in partnership with House of Fraser. The concept store launched on August 18th within the department store's Oxford Street branch and online at houseoffraser.co.uk/maryportas offering everything from evening dresses to elegant ladies shoes.

Mary's plan is to put a lifetime's experience into practice by creating a truly remarkable retail experience that singularly targets women. Last year, as Mary approached fifty, she became aware how intensely focused the British high street is on youth, with no 'spiritual home' for women. The launch of Mary's shop aims to rectify this, with bells on (or should that be Bell Boys?)

Mary says, "I've spent my entire life working within and commenting on global retail. When shops are truly great, they provide remarkable and extraordinary experiences to brighten up peoples' lives. My new shop is exactly what I have always wanted to do in retail, my sincerest hope is that it provides the ultimate shopping experience."

Shop floor staff have been personally hand-picked by Mary based on fashion knowledge coupled with a positive and upbeat approach to life – every member of staff you'll encounter is highly trained in the product, but more importantly, happy to see you. Customers will be greeted by either a stylist, primed with specialist product knowledge and style know-how, or one of the Bell Boys ready to run around at your every beck and call.

Uncompromising service is at the heart of the retail experience. Customers using the styling rooms will be waited on by Bell Boys and Stylists, and anybody who believes they haven't received exemplary service will be able to use the Moan Phone directly from the shop floor.

The shop, which is accessed via a private express lift, has been designed around Mary's creative vision and includes commissions from several young British artists.

Notes to Editors

About Mary Portas:

Mary Portas is the Creative Director - she has pulled together leading British brands, and a team of designers, artists, trend forecasters, buyers and a host of up and coming home-grown talent to help produce the collection.

About House of Fraser:

House of Fraser is a department store group with 61 enviable locations across the UK and Ireland. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide department store for 160 years. The company was acquired by the Highland consortium in November 2006 marking the beginning of an exciting new chapter in its history. The group has annual sales in excess of £1.25bn and employs 6,500 House of Fraser staff and 10,000 concession staff through 5 million sq ft of selling space. Customers can shop at House of Fraser from http://www.houseoffraser.co.uk.

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