Department store chain extends multi-channel reach with smaller-format store in Aberdeen but remains coy about details.
The 1,500sq ft store will be located within the Union Square shopping centre and is set to open in September. It is a fraction of the size of an average House of Fraser department store, which occupies around 100,000sq ft.

A House of Fraser spokesperson said that the new outlet is "an entirely new store concept" and forms part of the firm's "growing multi-channel offer". However, the retailer would not elaborate further on the new venture, explaining that an update will be given in due course.

A report in Retail Week suggests the new format store will used predominantly for click-and-collect purposes. It was also revealed that Hammerson, which owns and manages the Union Square shopping centre, has been looking at initiatives to make the most of opportunities in multi-channel retailing, including providing branded space for retailers' click-and-collect services.

Other retailers have also identified click-and-collect services as a strong area for growth. John Lewis now offers the function in all of its stores, as well as 24 Waitrose outlets. The retailer reported a 37.9% uplift in sales on johnlewis.com for the year ended January 29, 2011, boosted by the roll-out of click-and-collect. The function is also available in all of its smaller-format 'at home' stores, with internet terminals and collection points within the shops.

In June Sainsburys announced plans to double its number of click-and-collect outlets in a bid to grow non-food sales. It aims to have the service available in more than 800 stores by Christmas.