House of Fraser became associated with the "Frasers" name in 2019, when its parent company, Sports Direct, rebranded as Frasers Group. While House of Fraser stores generally retain their established name, they operate under the corporate umbrella of Frasers Group.
The Evolution of Frasers Group
Frasers Group, the parent company of House of Fraser, was formerly known as Sports Direct. Beginning as a sports retailer, Sports Direct expanded significantly, becoming a prominent high street presence by 2008. As the company diversified beyond solely sports retail, encompassing a broader range of brands and retail formats, it underwent a major corporate rebranding.
In 2019, reflecting its expanded portfolio and strategic direction, Sports Direct officially rebranded as Frasers Group. This strategic move signaled the company's ambition to be more than just a sports retailer, positioning itself as a diversified global retail and brands business.
House of Fraser's Place Within the Group
House of Fraser, a historic British department store chain, was acquired by Sports Direct in 2018. Following this acquisition, House of Fraser became a significant part of the portfolio that led to the corporate rebranding. Therefore, although the individual House of Fraser stores did not universally change their trading names to "Frasers," they became integral components of the newly named Frasers Group in 2019, thus aligning with the "Frasers" corporate identity.
Key Milestones in the Group's Journey
To understand the transition, consider these key dates:
- 2008: Sports Direct established itself as a high street staple, trading under its original name.
- 2018: Sports Direct acquired House of Fraser.
- 2019: Sports Direct rebranded as Frasers Group, integrating its growing portfolio, including House of Fraser, under a new corporate identity.
This rebranding marked a pivotal moment, signifying the group's broader retail ambitions beyond its sports retail origins.
