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In 1994, before House of Fraser plc was relisted on the London Stock Exchange, Harrods was moved out of the group so that it could remain under the private ownership of the Al Fayed family. John Coleman, who was appointed chief executive of the House of Fraser Group in 1996, launched the Linea brand in 1997 and Platinum and Fraser the following year. The House of Fraser logo was revised in 1996 with the leaping stag now going over an "F" shadow and shop signs using a serif typeface.
There were many store closures in this period which included the closure or selling off of branches in locations including Sheffield (House of Fraser), Newcastle (Binns), Sunderland (Binns), Bradford (Rackhams) and Leeds (Schofields which had closed only six years after opening although House of Fraser continued to have a presence with their Rackhams (now House of Fraser store) in the city) with the loss of around 1,000 jobs.
House of Fraser set up BL Fraser, a 50–50 joint venture with the British Land Company, in 1999 to buy 15 House of Fraser stores that would continue to be operated by House of Fraser. The company added to its private-label brands in 2000 with House of Fraser womenswear, The Collection menswear, and a Linea Home line.
以下は閉店した店舗の一覧である。
アバディーン, Arnotts (旧 Isaac Benzie)
Aberdeen, Frasers (旧 Falconers / John Falconer; closed 2002)
Aberdeen, A & R Milne
Aberdeen, Reid & Pearson
Aberdeen, R J Smith
Aberdeen, Watt & Grant
Airdrie, Arnotts (旧 Bairds)
Aldershot, Army & Navy (旧 Thomas White)
Arbroath, Arnotts (旧 Soutars)
Aviemore, Arnotts
Banff, Arnotts (旧 Benzie & Miller、創業時は Rankin & Co.)
Basildon, Army & Navy (旧 Taylors)
Bath, Cavendish House (Jollysと合併)
Bellshill, Arnotts (旧 Bairds)
Bingley, Brown Muff (旧 Pratts)
Birmingham, Beatties (旧 C & A のバーミンガム支店、2006年閉店)
Blackpool, Binns (旧 RHO Hills)
Bournemouth, J J Allen
Bradford, Rackhams (旧 Brown Muff / Brown, Muff & Co.、1995年閉店)
Bridlington, Binns (旧 Hammonds、創業時は Carltons)
Brigg, Binns
Bristol, Dingles (旧 Brights)