Rachel Arthur
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.