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House of Fraser turns to brands

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HoF9Department store chain House of Fraser is to revamp its furniture offer, with a focus on brands.

House of Fraser for Living will sell 70% brands, mainly British manufacturers, and 30% its Linea own-label. These include Duresta, La-Z-Boy, G-Plan and Parker Knoll.

Josh Hopwood, furniture department manager at the chain's Plymouth store, said the retailer wanted to reclaim its position in the UK furniture market.

'It's to get House of Fraser placed on the furniture map. It had been languishing for a while and now wants to be back where it was eight to 10 years ago when it was a major player in the furniture market.'

Alongside the brands, House of Fraser has also established new finance packages and is aiming to sell furniture targeted at younger customers.