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House of Fraser to launch multiple international sites

House of Fraser is set to up its international business by launching several foreign language websites, according to New Media Age.

The UK-based department store, which currently operates in 32 countries, is aiming to encourage customers to engage with its brand via e-commerce, social media and mobile channels.

E-commerce director Andy Harding said the intention is to “represent the brand better abroad”.

The store is also developing smartphone apps and a mobile-optimised site. A refresh of the UK website will follow later this year.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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