Frasers Eliminates Former JD-Owned Stores in Flannels Rebrand
British department store group Frasers Group has closed all of its former JD Stores locations as part of a rebranding strategy focused on its Flannels banner. Frasers acquired the failing JD chain from failed Australian retailer Aurelius Group in 2018.
Consolidating under the Flannels brand
Frasers said it will rebrand the former JD Stores as Flannels and upgrade their product ranges to match its premium offering. The move aims to consolidate Frasers’ menswear and womenswear across all channels under the Flannels fascia, which targets younger and fashion-conscious consumers.
Improving customer experience
By standardizing its offering under one premium banner, Frasers hopes to provide a more consistent and engaging customer experience across locations. The upgraded stores will offer a curated product range with global brands and own-label pieces. Frasers also plans digital investments and improvements to unified store portfolio operations.
Prioritizing growth opportunities
Neil Goulden, chief executive at Frasers Group, said: “This is another important step in our strategy to strengthen Frasers Group and focus our resources on the areas of the business with the biggest opportunities for growth. Flannels will be key to our future development and investment plans.” The rebranding is a bid to revamp Frasers’ store estate and realize sizable synergies by 2025.
Seizing momentum in the market
Frasers aims to position Flannels as a destination for fashion and contemporary style at value prices, enabling it to seize opportunities with underserved customer segments. The rebrand and product upgrades are poised to ride the momentum of fast-growing value fashion and fast fashion trends. Stronger loyalty and a freshened brand image will also support Flannels in gaining further market share against competitors.
