House of Fraser intends to open its first chain of designer concessions for children. It is currently in talks with childrenswear licensee, Children Worldwide Fashion, which already supplies designer labels for children to over 200 British store. CWF is planning to debut new collections by Escada, Chloé and Missoni in the fall. "We are opening Children Worldwide Fashion concessions in four stores for autumn 2007," Allan Winstanley, director of menswear and childrenswear for House of Fraser, told Vogue. The news was confirmed by a spokeswoman for the department store group. The company is hoping to open more concessions going forward, but nothing has been confirmed yet, she said.

CWF is already supplies House of Fraser with brands such as Timberland, Elle, DKNY and Burberry. "Brands are House of Fraser's main point of difference from standalone high street shops, and we feel that the new CWF concessions will stamp a strong brand identity into our childrenswear," Winstanley said.