House of Fraser is ramping up its refurbishment programme with plans to transform its store in Sutton Coldfield.
The department store at Gracechurch shopping centre will undergo a full interior refit, as well as introducing new premium brands across womenswear, menswear and fashion accessories.
The ground floor will get a new fully glazed shop-front with the concealed street level windows being exposed to create a brighter and more contemporary look.
And new floor layouts are set create a more effective use of space and create an opportunity to bring even more premium brands to Sutton Coldfield.
Lingerie, womenswear and menswear departments will undergo a full modernisation with new flooring, lighting and fitting rooms, House of Fraser said.
The premium lingerie offering will include Anita Care, Calvin Klein, Tommy Hilfiger, Lepel London, Freya, Lepel, Sloggi, Triumph, Fantasie, Shock Absorber and Wonderbra.
News of the makeover follows the completed refurbishments of five major House of Fraser stores over the last financial year: London Victoria, Chichester, Shrewsbury, Darlington and Belfast.
Work on the Sutton Coldfield store has already started and House of Fraser will remain open during the refurbishment. The project is due to be complete in autumn 2017.
Chris Brain, store manager at House of Fraser Sutton Coldfield said: “House of Fraser is undergoing its first major refurbishment since the 1980s. Our vision is to create a premium department store and to bring new brands to Sutton Coldfield.”