Despite their current financial turmoil, House of Fraser have confirmed they will be opening a new store in Barnsley, trialling a different approach to retail that they hope may signal the start of a reversal of fortune.
In a radical move, the store will stock only six products; Adidas three-stripe tracksuit bottoms, Ben Sherman shirts, Nike Air Max 90 trainers, Kickers shoes, Joop aftershave and, in the women's department, Groucho Marx-style stick-on eyebrows. The traditional cafeteria is also being ditched in favour of concession stands from Greggs and Wetherspoons.
Speaking exclusively to us, Mike Ashley's glove puppet, Gordon, explained their new strategy; "Where many retailers fall down is they stock the shelves full of products and hope they will sell. Here we've taken the opposite approach, and analysed the local market to see what people actually buy. House of Fraser will essentially be a one-stop-shop for the fashion-conscious Barnsley socialite, and by incorporating Greggs and Wetherspoons, people can buy a new outfit and have a night on the lash without leaving the store. When they are sick on their shirt, we'll sell them a new one. It's genius"
When asked why there was a distinct lack of product in the women's department, Gordon replied "There's very little demand for women's clothes in Barnsley - they tend to wear the same outfit from being a teenager to a pensioner, irrespective of whether it still fits. And what market there is, Primark have most of the share. We just don't see it as a viable sector"
The store will be part of the current town centre redevelopment, with its opening provisionally slated for 2033.
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