House of Fraser has repurposed its Birmingham Corporation Street store, previously known as Rackhams, into an outlet.
- Top three floors of the once grand department store have been shuttered permanently.
- A blanket 20% discount across all items accompanies the store’s transformation, as all stock is targeted for clearance.
- Portable heaters installed on lower floors to ensure customer comfort in the reduced space.
- Previously separate clothing and footwear departments have been consolidated on the ground floor.
House of Fraser has redefined its retail strategy by converting its former Rackhams site on Corporation Street, Birmingham, into an outlet store. This strategic pivot is characterised by the permanent closure of the store’s top three floors, concentrating operations on the remaining levels. The retailer has introduced a 20% discount across all its offerings, signalling a comprehensive stock clearance marked by the bold message that ‘all stock must go.’ This shift underscores the brand’s effort to optimise its retail footprint in a competitive market.
As part of the conversion, House of Fraser has ensured the lower floors remain hospitable by deploying portable heaters. This practical response aims to maintain a pleasant shopping environment in the streamlined space. The reshuffling of departments reflects a necessary adaptation, with apparel now displayed on rails and footwear, formerly dispersed across tables on upper levels, consolidated to the ground floor’s main footwear section.
House of Fraser’s association with this location dates back to 2003 when it acquired the site from Rackhams. Over the years, the store has undergone several transformations, with the latest change illustrating an evolving retail landscape. The closure of public amenities, such as toilets, prior to Christmas 2022, further indicates a scaling back of services in response to operational exigencies.
Elevator services have been adjusted, extending only to the third floor, symbolic of the store’s reduced scale. Such alterations align with the broader objective to streamline customer service and focus on current inventory liquidation. This pragmatic approach is a reflection of the shifting dynamics within the retail sector, driven by changing consumer behaviours and economic pressures.
House of Fraser’s reimagining of its Birmingham store into an outlet represents a strategic response to evolving market demands.
