House of Fraser has rebranded its Birmingham Corporation Street location as an outlet store.
- This transformation marks the closure of the top three floors, previously known as Rackhams.
- Prices are reduced an additional 20% at the register, promoting clearance.
- Retail adjustments include relocating footwear from the fourth to the ground floor.
- Public amenities have been closed, with reduced access across the store.
House of Fraser has strategically reimagined its Corporation Street store in Birmingham, converting it into an outlet store aimed at facilitating significant stock clearance. Shoppers will benefit from an additional 20% discount applied during checkout, reflecting the urgency behind the move to clear inventory.
In this transition, the upper three floors of the building, which previously operated under the Rackhams name, have been shuttered to the public. This decision underscores the retailer’s plan to focus operations on the lower levels, thereby streamlining their retail operations in the region.
As part of the restructuring, the main layout has witnessed a shift. Now, clothing that was previously organized by department is being uniformly presented on rails, while shoes, boots, and trainers that were once on the fourth-floor tables have been relocated to the primary ground-floor footwear section. This redeployment is a logistical step towards consolidating the store’s offerings into a more compact space.
Additional measures to maintain the shopping environment, such as the installation of portable heaters, have been introduced to ensure customer comfort, especially with the reduced availability of heated spaces following the upper floor closures.
Furthermore, all remaining public restrooms were closed in the wake of the restructuring efforts post-Christmas 2022, with escalator access now terminating at the third floor. This reduction in facilities mirrors the broader shift in the store’s operational focus.
These adjustments reflect House of Fraser’s new strategic retail approach in Birmingham.
