CARLISLE’S under-threat House of Fraser store has been thrown a lifeline.

New department store chain 15:17 is finalising terms to take on the English Street premises, which was earmarked for closure before the chain was taken over by Frasers Group, previously Sports Direct. The House of Fraser store employs about 150 people.

Talks have been going on for months for 15:17 to take on the Carlisle store, part of its plans to open 10 new sites across the country.

It already has a store in Ayr and its latest site in Grimsby is due to open later this year.

The move has been warmly welcomed by civic and business leaders in the city, who recognise that retail has to evolve into something more than just a shopping experience if it is to survive in the age of large scale internet shopping.

Carlisle MP John Stevenson welcomed the news, saying: “This kind of innovative development is exactly what the high street needs; and this development will be a real confidence boost for Carlisle.

“It demonstrates that our city is being seen as a place worth investing in.”

15:17 said that it aimed to breathe new life into the failing high street by opening a new type of shopping experience in empty units left behind by retail giants or those under threat.

A spokesman said: “The traditional high street is dying, so we want to give something different to the shopper.

“It’s not just concessions; there will be other things for people to do so it becomes a destination, rather than a shop. We’re looking at live entertainment for example.

“In Ayr, there are great cafes. Our ethos is for people to have fun.” 15:17 said local entrepreneurs will be encouraged to set up shop in the store with their own concessions.

“We want to make a different high street, with independents. But it’s not a market; it’s a department store.

“In Ayr we have several high end brands or those which appeal to niche markets. We offer affordable rents for people. That’s the appeal for those who don’t want to or can’t pay the massive overheads of renting a unit by themselves on the high street.”

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He added that there will be roles available for existing House of Fraser staff and the firm was also hoping that some could be encouraged to set up their own businesses within 15:17. The company’s managing director is Mercier Mainwaring.

On the website, Ted Ward is described as a property adviser - although it was reported in the national media that Mr Ward, who has been disqualified from being a director after a number of failed ventures, was more involved in the business in a director-type role.

The spokesman dismissed these claims and added: “That individual is not a director of the company.”

It also hit a bumpy start in Ayr, as only last month, some traders alleged they were owed money by 15:17, but the spokesman said the issues were now resolved and described them as “hiccoughs”.

He added that the firm was working as fast it could to finalise the agreement for Carlisle, which was now with legal teams, and it hoped to open soon.

Steve Matthews, owner of the Bookcase and Bookends bookshops in Castle Street, Carlisle, and the Cakes and popular Ale Cafe, also welcomed the arrival of 15:17, saying it was a great example of what the city centre needed to survive in an age of internet shopping.

“This is excellent news,” he said.

“What retail needs is for city centres to become lively, interesting destinations. We’ve been doing this kind of thing for years, with people coming to our shops and cafe from all over the country because we provide and experience.”

Mr Matthews said that in recent years the kind of shoppers visiting the city at weekends had changed, with the traditional Saturday morning shoppers now being replaced by people who come to the city centre - often from other towns and cities - to have a positive experience.

He added: “The product should be good, but you have to provide something over and above the product; customers want to spend time here interestingly.”

Carlisle City Council Leader John Mallinson was also enthusiastic.

He said: “This store [15:17] sounds like the kind of store that Carlisle needs. It will provide a little bit of diversity, and something a little bit different. It all sounds very positive and very interesting. They sound as if they are absolutely on the ball.

“We have to accept that there is not another BHS coming along. The city centre needs to be a destination and that means people need reasons to come here.”