By Chloe Rigby

House of Fraser [IRDX RHOF] has emphasised the premium customer experience as it appoints Alex Williamson as its new chief executive.

Williamson, who joins from The Goodwood Estate, known for its motor and horse racing flagship events, will start in his new role on July 31.

House of Fraser said the appointment was a reflection of its customer-focused strategy. Executive chairman Frank Slevin, (pictured left) said: “Having recently set out our vision for the future of House of Fraser, we are delighted to announce the appointment of Alex Williamson as our new CEO. Alex is uniquely placed to execute our vision, and to contribute his extensive expertise of delivering compelling and engaging experiences for the customer.

“Over the last two years, we have built a very strong management team, with particular expertise across the key disciplines in retail. This has enabled…