Norwich's Chantry Place House of Fraser opens as Frasers

The new department store is part of a rebrand of the former House of Fraser store in Chantry Place which will now include Sports Direct, Evans Cycles and Game along with the department store's usual offering of homeware, designer clothes and cosmetics.

A gaming arena for the Norwich Nighthawks e-sports team and state-of-the-art technology which will allow runners to 3D print their own trainers modelled to their feet will also be included in the new store on its top floor.

City fashionistas will have a choice of brands such as Boss, Barbour, Levi’s and Ralph Lauren, and beauty brands such as Creed, Chanel, Dior and Estee Lauder.

House of Fraser has rebranded as Frasers (Image: Newsquest)

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Lauren Barrie, group head of retail, luxury and premium, said: “We’re proud to be opening the doors to our latest Frasers concept store in Norwich, providing customers with an engaging retail space to meet, shop and explore in the heart of Norwich.”

The Sports Direct store is now empty with all of its products moved into the new shop along with a new running area and football boot room.

It comes after House of Fraser closed its doors in December last year in order to allow the work to take place.

The shop has become the eighth under the Frasers brand in the UK, with stores in Derby, Wolverhampton, Telford and Cork.

Frasers has opened today at Chantry Place (Image: House of Fraser)

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Paul McCarthy, general manager at Chantry Place, welcomed the newly refurbished store saying the additional offering would give customers more choice.

He said: “We are so excited for our visitors to see the new Frasers store.

"The design looks incredible, and we know that customers will love the impressive range of clothing, shoes, home, beauty, sports, and accessories.

"The new Sports Direct store located within features USC, Evans Cycles, GAME and Belong, providing lots of choice and bringing exciting and fresh brands to our visitors."