House of Fraser will sell Chinese brands previously unavailable in the UK

House of Fraser's Chinese parent company Sanpower has announced that the British department store group will be used as a platform to introduce previously unavailable Chinese brands to UK consumers.

In an initiative launched at the Sanpower Global Supplier Conference in Nanjing, China today, Sanpower revealed a new UK-China supply chain programme giving Chinese brands the opportunity  “to access the Europe and rest of the world" while also enhancing House of Fraser's reputation as "a unique brand platform."

The department store’s trade orders will now be managed by the newly formed Sanpower Supply Chain and Branding Management Centre, which would significantly expand the range of brands available to the store, Sanpower said.

“This is a great platform for premium Chinese products to reach the UK and further afield across Europe,” said Sanpower’s commerce industry group chief executive Kong Jun. “Chinese manufacturing has transformed in recent years from extensive processing and production into a new era marked by independent designs, proprietary brands and innovation."

House of Fraser global product sourcing director Simon Pickering added: “Increasing numbers of high-quality Chinese products are becoming popular with British and European consumers. Once these products enter House of Fraser’s sales channel, they will be able to access Europe and the greater global market. Furthermore, consolidating our global supply network through made-in-China products and Chinese brands will support House of Fraser in further boosting sales and competitiveness.”

The department store, which has been struggling of late, was recently reported to have received a £30m cash injection from Sanpower and is also undergoing a transformation programme to place experience at the heart of its stores, as well offering a differentiated brand proposition.