Frasers Group eyes Matches relaunch as exclusive members’ club
The group’s fresh plan to reinvigorate Matches comes weeks after Frasers put the business into administration a year after its acquisition
Frasers Group is reportedly looking to relaunch Matches Fashion as an exclusive members’ club, according to The Times.
Having brought the luxury fashion platform back in a pre-pack deal last April for £19m, Frasers is understood to have collated proposals that could see Matches be turned into “the Soho House of retail”.
While Frasers acquired the Matches brand and intellectual property out of administration, the deal did not include its £80m worth of stock or its 250 employees.
However, the group’s fresh plan to reinvigorate Matches comes weeks after Frasers put the business into administration a year after its acquisition. This is said to be due to its rescue being “too much” in its current state.
It is understood that Frasers is presenting its renewed strategy for Matches to high-end brands, which could see it relaunch the website as an exclusive, membership-based fashion and lifestyle platform by the close of the current year.
A select committee of founding members and “global tastemakers” would invite individuals to join the platform, where members would gain early access to exclusive products, benefit from personalised shopping experiences, and receive invitations to events held in the company’s London stores.
Matches is slated for a relaunch, beginning with womenswear in spring/summer 2026. Subsequent expansion will include menswear and entry into new global markets.
According to The Times, the submitted plans also indicate a potential reopening of the retailer’s previous London locations on Welbeck Street and Carlos Place.
Despite reported interest from multiple brands, the timing of Frasers’ potential acquisition has reportedly caused discontent among some brands that are still owed money following the prior collapse.
Matches’ secured creditor is anticipated to recover the £94.4m owed to it. However, the 956 unsecured creditors, including Prada and Gucci, collectively faced a £50m shortfall.
Frasers has been approached for comment.
