House of Fraser Belfast

At 200,000 square feet, the Victoria Square store in Belfast is the largest new store in the UK for House of Fraser, and will mark the largest of the planned developments for the brand. The store was opened by Yasmin LeBon on-time on the 5th March completing a successful eight week fit-out programme by Havelock Contract Interiors. The fastest of any major store fit-out project for House of Fraser. Other firsts for the Belfast store included a Champagne Bar on the ground floor, designed to enhance the shopping experience.

2008 is House of Fraser’s most ambitious year for expanding their property network, adding four new stores to their portfolio increasing their retail space by more than 650,000 square feet. The Belfast store increases the role of brand concessions in the store, consisting of more than five hundred brands over four levels in the new development.

The incorporation of key brands as Agent Provocateur, Sisley and Hamley’s represent many firsts for the Northern Ireland Retail market, and further strengthens House of Fraser’s position in the premium retail sector. The challenge for HCI was to translate the brand concept created by KKD design and deliver a collection of highly branded concessions without limiting the individual brands ability to express their brand values or sacrificing the cohesive identity of the House of Fraser brand as an emporium of designer brands.

Since its launch on the 5th of March the Belfast store has been highly successful. Michelle Jackson, store manager said: “Every single previously held record for a House of Fraser store opening was smashed. We broke them all, for sales in every department, for footfall, for everything. There was buzz and excitement on every floor throughout the day. Our customer feedback has been amazing and everyone has been thrilled to have a department store of this calibre here with such fantastic products and service. House of Fraser is just what Belfast has been waiting for.”