The collection will be housed in shop-in-shops complete with custom fixtures that reflect the Shabby Chic brand lifestyle. The various product categories will be cross-merchandised within the store in a style that reflects the brand's stand-alone stores.
“Given founder Rachel Ashwell’s British heritage and the success of the brand’s London flagship store, the U.K. was a natural first step in the international expansion of the Shabby Chic brand,” says Shabby Chic Brands chief executive officer Ramez Toubassy. “House of Fraser has proven to be the ideal partner, with the expertise in product development, merchandising and marketing necessary to make this collection a huge success”.
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