House of Fraser Launches Exclusive New Online Beauty Concept

LONDON, January 4, 2011 - House of Fraser, the premium department store, launches Apothecary
online. Apothecary is an exclusive new retail concept. The Apothecary, a
cutting edge beauty emporium, is a place where customers can discover new
brands, with the opportunity to understand and experience the product in a
relaxed environment. It is a beauty destination which will offer solutions to
real-life problems, through a mix of contemporary, classic, niche and global
brands, across cult and everyday products.

Apothecary seeks to meet the needs of the modern woman. From niche
skincare, luxurious bath and body products to hair care and nails, everything
is covered, even products for men. Combining existing brands such as Molton
Brown (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Molton%20Brown&fromBrand=Molton%20Brown),
Laura Mercier
(www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/MTemplCont-Show?cid=EQUITY_BEAUTY_LAURAMERCIER_HOME)
and Xen Tan, with exclusive new brands Electric Body, Filorga, Ceveria
Terenzi and Deborah Lippmann, there is something to meet every beauty need.
House of Fraser has also introduced its own Apothecary Collection which has
been specifically designed to complement the concept.

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The buying team at House of Fraser have worked with renowned fourth
generation perfumer, Francois Robert to produce a selection of indulgent
products that embody the essence of the Apothecary. Francois Robert has
created a blend of exclusively selected fragrances including bergamot and
lemon combined with the fresh, clean floral scents of Hyacinth and Fresia to
lightly perfume skin or the home.

The range contains a body collection, hand collection, travel collection
and a candle collection. Tracy Van Heusden, senior beauty buyer for House of
Fraser said: "House of Fraser has such a great brand heritage and we wanted
to draw on this to create a welcoming environment for our customers. We
wanted to create a 'launch pad' area for brands and this was the perfect
opportunity to do so. We aim to bring newness to our customer every season
and we are already working on expanding our Apothecary Collection for 2011.'

Apothecary has now launched online and the products are available at
houseoffraser.co.uk, along with other luxury beauty brands, including
Clinique (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/MTemplCont-Show?cid=EQUITY_CLINIQUE_HOMEPAGE&extSH=Clinique)
and Laura Mercier and Kiehls (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/MTemplCont-Show?cid=EQUITY_BEAUTY_KIEHLS_HOME).

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 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 850 brands and
125,000 individual products.

House of Fraser media contact:

    Amy Jayne Rountree
    Social Media and Online PR manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH
    +44(0)207-003-4096

www.houseoffraser.co.uk

Amy Jayne Rountree, Social Media and Online PR manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44(0)207-003-4096