UK department store House of Fraser will be increasing its online apparel offering to Australia this year, now the best selling country for international orders on its main site.
After recently launching its e-store via eBay’s fashion gallery, bosses at the historic company, which dates back to 1849, said they will be expanding the womenswear range and will offer more in-season fashion that is suited to the Australian climate. House of Fraser’s eBay merchandiser, Christabel Biella, said the brand is utilising eBay Australia as a, ‘great platform to sell previous season stock at good prices’.
“We have spotted a gap in the Australian market to offer trend-led British fashion with great designer brands,” Biella said. “We are seriously committed to this venture, working in partnership with eBay to grow and develop the site.”
The ranges selected for eBay Australia are ‘key trend pieces’ from House of Fraser’s branded collections. After recently adding British-designed suiting and formal wear for men to the site, Biella said they now plan on expanding the lingerie, swimwear and accessory ranges in a bid to improve the women’s offering.
“We have selected styles more suited to the Australian climate, offering lightweight separates that can be layered and offer a smart but relaxed way of dressing,” Biella said.
House of Fraser’s own brands include Linea, Untold, Therapy and Episode, but other labels such as Pied a Terre, Biba and Kenneth Cole are also available. A raft of UK fashion brands increased their coverage to Australia and New Zealand last year, including Rivers and Next, with more expected in 2012.
