Premium department store House of Fraser has launched Apothecary, an online retail concept. Apothecary is designed to be a place where customers can discover new brands, with the opportunity to understand and experience the product in a relaxed environment. It will offer a mix of contemporary, classic, niche and global brands, across cult and everyday products.

Apothecary seeks to meet the needs of the modern woman, the company says. “From niche skincare, luxurious bath and body products to hair care and nails, everything is covered, even products for men. Combining existing brands such as Molton Brown, Laura Mercier and Xen Tan, with exclusive new brands Electric Body, Filorga, Ceveria Terenzi and Deborah Lippmann, there is something to meet every beauty need. House of Fraser has also introduced its own Apothecary Collection which has been specifically designed to complement the concept,” according to House of Fraser.

The buying team at House of Fraser has worked with fourth generation perfumer, Francois Robert to produce a selection of products. Robert has created a blend of exclusively selected fragrances including bergamot and lemon combined with the fresh, clean floral scents of Hyacinth and Fresia to lightly perfume skin or the home.

The range contains a body collection, hand collection, travel collection and a candle collection. Tracy Van Heusden, senior beauty buyer for House of Frase, says, “House of Fraser has such a great brand heritage and we wanted to draw on this to create a welcoming environment for our customers. We wanted to create a ‘launch pad’ area for brands and this was the perfect opportunity to do so. We aim to bring newness to our customer every season and we are already working on expanding our Apothecary Collection for 2011.’

Apothecary has now launched online and the products are available at houseoffraser.co.uk, along with other luxury beauty brands, including Clinique and Laura Mercier and Kiehls.