House of Fraser officially rebrands to Frasers with Cat Deeley-fronted campaign

Today, the British department store formerly known as House of Fraser has finalised it is rebranding as Frasers, with a 2026 spring campaign featuring television presenter Cat Deeley.

The department store shared its rebrand as Frasers with customers one year ago, announcing on LinkedIn: "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."

As part of its now official rebrand, Frasers has partnered with television presenter Cat Deeley to be the face of its 2026 spring campaign, showcasing the retailer's new look from 9 March.

As part of the rollout, a 100-piece edit selected by Deeley will showcase how style and practicality can coexist seamlessly. The edit, available in-store and online, spans womenswear, footwear, accessories, kids, home, and beauty, and is rooted in comfort, functionality and modern motherhood, according to Frasers. Featured brands include Barbour, Ralph Lauren, and Charlotte Tilbury.

The rebrand signals the Fraser Group's latest step to cater to the evolving needs of today's shoppers, reflecting its aim to become the "UK’s go-to, one-stop-shop lifestyle destination".

As outlined on LinkedIn, the retail destination has now brought all of its family brands under one roof and is setting itself apart by presenting a more curated selection of fashion, home, beauty, and more - signalling a shift to a modern, premium retail experience.

Frasers’ retail footprint currently extends across ten stores in the UK and Ireland, from Dublin and Gateshead to Dundee and Sheffield, following the closure of its Central London location in 2023.

Speaking on the collaboration, Cat Deeley said: "Working with Frasers on this edit was a very full circle ‘pinch me’ moment as my mother has been a House of Fraser (as it was called at the time) shopper since I was a little girl. It is a brand that resonates deeply with me and I am honoured to join the Frasers family with this collaboration."

David Epstein, Chief Brand Partnerships Officer at Frasers Group, added: "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."