House of Fraser's parent company has opened its first multi-brand store aiming to win over luxury shoppers.
Located in Mander Shopping Centre, Wolverampton, the 34,000sqft Frasers is on a former Debenhams site and follows a multi-million 18-month revamp.
The move is a part of Frasers Group CEO Mike Ashley’s ambitions to turn the department store chain into “the Harrods of the high street”.
The beauty department welcomes shoppers in-store and includes high street staples such as Dior, Benefit and Laura Mercier.
But online wholesaler Curate Beauty has collaborated with Frasers Group to develop an edit of indie and small cosmetic business for the West Midlands location.
Frasers will host brands across four categories: 'vegan', 'self-care & love', 'Great British brands' and 'conscious beauty'.
Frasers' beauty department
According to Curate Beauty, the categories were selected due to the enormous growth in the past 12 months.
For example, on curate-beauty.com, brands for 'self-care & love' has seen an increase of over 240% and demand for 'vegan' brands has soared by 4,000% in the last three months.
“We are committed to raising the bar for retail and delivering aspirational stores with a focus on experience, brands and service; and Frasers Wolverhampton demonstrates our dedication to, and our vision for, the brands future," said a spokesperson for Frasers Group.
The indie brands now available at Frasers include Let’s Sanitise, Apricot Beauty, NailKind, Booming Bob, RLI, House of Lady Muck, The Wild Curl, Centred, Manta, Parm of Ferona, Clockface Beauty and Nursem.
"The brands selected have not only achieved incredible growth through our platform, but have genuinely important stories to tell and are actively pushing the beauty industry in a positive direction," said Samantha Freedman, CEO & Co-founder of Curate Beauty.
"Nursem, for example, have joined with Frasers on their ‘Nursem Promise’ initiative which gives a free product to an NHS worker / midwife with every sale.”