Frasers Group to rebrand at Fremlin Walk in Maidstone as it signs new long-term lease

Frasers Group has signed a new long-term lease for its 101,921 sq ft unit at Fremlin Walk shopping centre in Maidstone, Kent, and will re-brand from House of Fraser to Frasers.

The new flagship at the centre, where Frasers Group also has Flannels and Sports Direct stores, aims to "bring the world’s most aspirational brands and an engaging shopping destination to Maidstone customers".

In order to carry out the necessary transformation work, the House of Fraser store at Fremlin Walk will close temporarily from 30 March, before its grand reopening as Frasers in autumn 2024.

The renewed commitment from Frasers Group highlights continued demand from major retail brands at Fremlin Walk, which is home to other high street favourites such as H&M, River Island, JD Sports and Superdry.

Kerry Williams, Portfolio Director for Fremlin Walk owner M&G Real Estate, said: "We are delighted that Frasers Group has not only committed its long-term future to Fremlin Walk, but also selected Maidstone as a location for one of its new flagship concept stores.

"House of Fraser has been a key footfall driver for the town centre for several years, and we firmly believe that this new enhanced store will attract shoppers from across Kent.

"The continued presence of big name brands such as Frasers Group demonstrates the confidence that major UK and international retailers have in Fremlin Walk, which continues to attracts strong footfall throughout the year.

"As we continue our efforts of creating a diverse and vibrant shopping environment, we hope to share more exciting leasing news over the course of the year."

It has also been reported today that Frasers Group is considering a bid for Meadowhall shopping centre in Sheffield for a reported asking price of £750 million. The deal would make perfect sense given Frasers Group already has plans to open new Frasers and Sports Direct stores at Meadowhall in 2024.