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When the first Hugh Fraser died in 1873, his three eldest sons, James, John and Hugh, acquired stakes in the business. James and John Fraser were initially directors in the business and employed Alexander McLaren and later John Towers to manage it for them. In 1891 Hugh also joined the partnership which by then was called Fraser & Sons.
In 1879 the current flagship store on Oxford Street in London was opened by Dan Harries Evans, a 23 year old from Whitemill in Carmarthenshire, Wales who had previously been apprenticed to a draper in Forest hamlet near Merthyr Tydfil, Wales. He moved to London in 1878 to set up his own business in Westminster Bridge Road.