Frasers Group to launch new flagship store in Kent

Frasers Group has announced that it has signed a new long-term lease agreement for its 101,921 sq ft unit at M&G Real Estate’s Maidstone town centre retail destination.

The new agreement will see Frasers Group fully refurbish its current House of Fraser unit at Fremlin Walk into a flagship store for Kent. This will feature several of its well-known brands under one roof including Flannels and Sports Direct. 

Currently there are just over eight Frasers concept stores located across the UK, and the new Maidstone outlet will bring the world’s most aspirational brands and a shopping destination to Maidstone customers.

In order to carry out the necessary transformation works, the House of Fraser store at Fremlin Walk will close temporarily from Saturday 30 March, before its grand reopening in Autumn 2024.

The renewed commitment from Frasers Group showcases continued demand from major retail brands for space at Fremlin Walk, which is home to other high street favourites including, JD Sports, H&M, Waterstones, River Island, and Superdry. 

Following several lease renewals with existing tenants during 2023, the team at Fremlin Walk are planning to further enhance the retail and eatery line up during the next 12 months and are in discussions with several brands who are keen to benefit from the centre’s position at the heart of Maidstone town centre. 

Kerry Williams, portfolio director for M&G Real Estate, said: “We are delighted that Frasers Group has not only committed its long-term future to Fremlin Walk, but also selected Maidstone as a location for one of its new flagship concept stores. House of Fraser has been a key footfall driver for the town centre for several years, and we firmly believe that this new enhanced store will attract shoppers from across Kent.

“The continued presence of big name brands such as Frasers Group demonstrates the confidence that major UK and international retailers have in Fremlin Walk which continues to attract strong footfall throughout the year. As we continue our efforts of creating a diverse and vibrant shopping environment, we hope to share more exciting leasing news over the course of the year.”

David Legat from Knight Frank said: “Completing this flagship letting and bringing the three incredible brands of Frasers, Sports Direct and Flannels to Fremlin Walk secures the scheme as a retail-led destination long into the future. Fremlin Walk has now firmly cemented its position as the centre of Maidstone. 

“We look forward to building on this success and announcing more exciting brands to our line up in the near future.”