Premium department store chain House of Fraser has launched a bevy of ‘shop in shop’ spaces for Scandinavian chain Norr, with new stores now in Manchester, Birmingham, Glasgow and Guildford as well as online.
The partnership, which was announced towards the end of last year, will see House of Fraser host Norr’s multibrand concept, which features a “strong Scandinavian design aesthetic and unique brand offering”.
By uniting the best in Denmark’s fashion and homeware brands, Norr’s stores will feature four contemporary womenswear brands including St-Martins and Six Ames, as well as offering luxury homeware with in-house brand Norr 11.
Owned by Scandinavian fashion business Metropol, Norr’s concept and brands have been brought to the UK in partnership with London brand Innocenza.
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