House of Fraser Rebrands as FRASERS with Cat Deeley Curating Spring Edit

FRASERS, the reborn department store formerly known as House of Fraser, has unveiled a strategic rebrand and a spring campaign fronted by television presenter Cat Deeley, with a 100-piece edit hand-selected by Deeley set to launch in-store and online on 9 March 2026. Frasers Group positions the change as a move toward a modern premium retail and lifestyle destination that mixes fashion, sport, beauty and homeware.

David Epstein, chief brand partnerships officer at Frasers Group, framed the rebrand as part of that premium push in a quoted statement: “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.”

The 100-piece spring edit curated by Deeley spans womenswear, footwear, accessories, childrenswear, home and beauty, and will be available across FRASERS stores and online from the launch date. Theindustry describes the selection as “rooted in comfort, functionality and modern motherhood,” while Retailtimes and 365retail name featured brands including Barbour, Ralph Lauren, Coach, Tommy Hilfiger and Charlotte Tilbury as part of the assortment that reflects Deeley’s signature British aesthetic.

Deeley’s own response to the collaboration is personal in tone; she told Woman and Home, “It's kind of a celebration of where I am in my life, and I just like the feeling of it. It started right from where I was a little girl with my mum, and then it just kind of travels through my life a little bit, and it's still going.” Woman and Home characterises the campaign imagery as “stories without words,” calling the photographs warm and homely, glossy yet accessible.

The campaign was shot by photographer Sandra Seaton and is intentionally set within a British spring backdrop to capture moments of everyday domestic routine and staycation styling. 365retail reports the collaboration as FRASERS’ first campaign since entering what the company describes as its “new era,” with creative direction aimed at blending premium minimalism and effortless everyday style for both casual and formal moments.

Frasers Group first signalled the relaunch to customers on LinkedIn “one year ago” with the line “Welcome to Frasers. A new look, a new approach, and a new way to shop from House of Fraser. This is your life, styled. By the nation’s lifestyle editor.” This report is published March 4, 2026; the spring edit and campaign roll out from 9 March 2026 across FRASERS’ physical stores and online channels as a tangible first step in the retailer’s repositioning.