House of Fraser Launches Dickins & Jones Autumn/Winter 2010 Collection Online

LONDON, September 28, 2010 - House of Fraser has announced the launch of the new Dickins & Jones
fashion label debut collection for autumn/winter 10, which is being made
available exclusively online.

A quirky but quintessentially British brand, the Dickins & Jones
(www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Dickins%20%26%20Jones&fromBrand=Dickins%20%26%20Jones)
name was inspired by the much-loved Dickins & Jones department store. The
flagship store which was based on London's Regent Street was bought by House
of Fraser in 1959 and closed its doors in 2006.

Dickins & Jones has launched its new autumn/winter 2010 collection
through the House of Fraser website. The debut collection comprises colourful
clothing which offers a relaxed approach to dressing. Customers can shop
online and purchase bright colours and contemporary printed clothing that is
integral to the range. Simple shapes and feminine detailing is at the heart
of the Dickins & Jones Clothing (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Dickins%20%26%20Jones&fromBrand=Dickins%20%26%20Jones)
designs. Texture is a key feature of the autumn 10 collection with attention
to detail seen in the form of vintage-style buttons and intricate ribbon
trims.

Familiar and reassuring, the Dickins & Jones label aims to appeal to the
discerning female who has her own sense of style. Looking good is important
to the Dickins & Jones woman but she's not a slave to fashion trends. With
the emphasis on quality and comfort the collection exudes quiet confidence.
The clothing range enables busy women to effortlessly build the perfect
outfit for almost any occasion - from a dinner party, to lunch with the
ladies or even an 'oh so elegant' supermarket dash.

House of Fraser shoppers can buy the key pieces from the Dickins & Jones
collection online. These include a stunning beige textured coat with faux fur
collar, the essential check duffle coat, a bright A-line wool skirt, and
Dickins & Jones dresses (
www.houseoffraser.co.uk/women%27s+designer+dresses/301,default,sc.html?prefn1=brand&prefv1=Dickins%20%26%20Jones&sz=20&fix&spcl)
in paisley print and a versatile denim shirt dress. A selection of basic
long line cardigans, knee length Dickins & Jones skirts (
www.houseoffraser.co.uk/women%27s+skirts/307,default,sc.html?prefn1=brand&prefv1=Dickins%20%26%20Jones&sz=20&fix&spcl)
and printed tops complete the collection.

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About House of Fraser:

House of Fraser is a department store group with 61 enviable locations
across the UK and Ireland and a fully transactional website. As one of the
best known names on the high street, House of Fraser has presented customers
with an unrivalled nationwide department store for more than 160 years.

The company was acquired by the Highland consortium in November 2006
marking the beginning of an exciting new chapter in its history. The group
has annual sales in excess of GBP1.25bn and employs 6,500 House of Fraser
staff and 10,000 concession staff through 5 million sq ft of selling space.
HouseofFraser.co.uk launched in 2007 and currently boasts over 650 brands
and 125,000 individual products.

    House of Fraser media contact:
    Rea Shahroudi
    Online Acquisitions Manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH
    +44-(0)20-7003-4102

www.houseoffraser.co.uk

House of Fraser media contact: Rea Shahroudi, Online Acquisitions Manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44-(0)20-7003-4102