House of Fraser Targets City Workers

House of Fraser is launching a high profile marketing-campaign targeted at cash-rich but time-poor City workers to coincide with the opening of its new store in the Square Mile next month.

Advertising will appear in Underground stations around the City of London and on LBC Radio, as well as in The Financial Times and Evening Standard from September 9.

The 43,000sq ft store in the former Guardian Royal Exchange building on King William Street will open from 8am to 7pm on weekdays, with late opening until 8pm on Wednesdays. The store will be closed at weekends. The boutique format, which will sell fashion and cosmetics with an emphasis on top designer brands, will be a "one-off."

HoF is keen to introduce a more aspirational brand mix to its other shops and the city store will further change people's perception as having more of a fashion edge.