House of Fraser was a relatively late-comer to ecommerce.
Its transactional site didn’t go live until September 2007.
When it started out, it initially carried about 15,000 lines from some 200 brands.
Today it boasts more than 650 brands and, says Peter Callaway, director of ecommerce at House of Fraser, it will probably become the biggest store in House of Fraser by the end of this year.
“The objective is, and it will probably happen by the end of this year, that we will be trading as the biggest store in House of Fraser,” he said.
“We’re already in the top ten stores".