Frasers is stepping up its push into luxury retail with the launch of a dedicated luxury division, bringing together Flannels, Harvey Nichols and The Webster alongside its growing portfolio of luxury brands.

The division was unveiled at a Frasers-hosted event during Paris Fashion Week. Chief executive Michael Murray stressed that he is working to establish the group as a credible player in luxury retail, and position its various assets as part of a broader ecosystem.

The move marks the latest stage of Frasers’ Elevation Strategy, which has increasingly shifted the group away from its Sports Direct roots and towards premium and luxury retail.

Flannels is at the centre of the strategy, having grown from a relatively small business into a retailer generating more than £1bn in revenue.

Frasers also acquired US luxury retailer The Webster in 2025 and bought Harvey Nichols out of administration for £43.3m in August this year.

Murray said the group’s proposition is based on combining luxury brands with the operational infrastructure Frasers has developed across its wider retail estate.

“We’re building out a luxury retail ecosystem,” Murray told Vogue Business.

He said: “Luxury has been a core pillar of Frasers Group for more than a decade, starting with Flannels and growing into a profitable £1bn + luxury ecosystem in just 10 years. With over 100 stores across the UK and US, we’ve built the expertise, scale, and brand relationships to support our next phase of growth.”

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