House of Fraser Gracechurch has  completed a major refurbishment programme following a significant investment.  The modernisation has seen a full refresh of the store’s interior, a new glass shop front and entrance, as well as the introduction of new premium brands across all departments and the opening of a new Italian Café Bar.


The premium department store, formally known as Beatties, has increased the size of its womenswear, menswear and beauty floors, with new flooring and lighting throughout, as well as exposing windows to allow more natural light in to the store.  The new floor layouts create a more effective use of space allowing for even more premium brands to be introduced to Sutton Coldfield.


House of Fraser’s new beauty hall:

The department store’s beauty hall has been significantly transformed with a new entrance and the exposure of concealed windows and the introduction of  new luxury brands, including Molton Brown and Benefit.


House of Fraser’s new womenswear and menswear departments:

Womenswear has introduced new brands, including Issa London, Michael Kors handbags and Kurt Geiger shoes.  The menswear department now includes exciting new brands including  Lacoste, Armani, Boss Orange and Boss Green.


New childrenswear department:

Following high demand House of Fraser has opened its first designer childrenswear department on the lower ground floor.  The new childrenswear collection boasts designer brands such as Barbour, Ralph Lauren, Joules and Howick Junior.


Chris Brain, Store Manager at House of Fraser Gracechurch, said:  “We are extremely proud of how premium our newly refurbished store looks. We have created a department store in which Sutton Coldfield can be proud.  We’ve listened to our customers and introduced some amazing new brands such as Benefit, Joules, and Hugo Boss. All brands which customers wanted to see in their local department store.

“In addition, we have introduced a new designer children’s department as well as an Italian Café Bar, both of which are proving extremely popular additions to the store.  We’re now very much looking forward to sharing our new store with customers over the festive period and for many years to come.”






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