Many people in London and all over the UK are familiar with the luxury brand Crombie. This brand has been a genuinely British presence on the fashion scene for more than two centuries. Favored by royalty and celebrities alike, Crombie has always had an air of exclusivity. However, this elite brand is now available to the masses via House of Fraser.

People all over the UK who are interested in luxury Crombie overcoats now have access to them at House of Fraser department stores as well as the website. Because of the wide reach of the store’s website, there is literally no corner of the world from which an interested shopper cannot peruse the offerings. In addition to the classic outwear, there will also be a line of formal clothing under the Crombie brand, including suits and ties for men as well as dresses and skirts for women. Best of all, House of Fraser is offering free delivery to any UK address with a minimum purchase, taking a little sting out of the luxury price tag.

What will this mean for Crombie? The brand has been built over decades through exposure in films and on the backs of the oft-photographed royal family. It is known for retaining a distinctly British feeling and sense of tradition even while keeping up with the changes in fashion logo. However, a certain part of the brand has relied on its perceived exclusiveness. Obviously it will be hard to maintain this appeal while anyone in the country can peruse and buy from the highly accessible website, which will present the most significant challenge in brand maintenance. On the other hand, as long as the style and quality are consistent with what people expect from the Crombie brand, it is easy to see this transition to a more available product being well accepted.

House of Fraser, on the other hand, can only benefit from this new and exciting arrangement. What could be more attractive to prospective high street customers than an exclusive line from a UK brand with an impeccable pedigree? This arrangement is sure to bring new customers both to House of Fraser and Crombie, giving them an advantage in a recession market.

With more than a century and a half of operating department stores in the UK and Ireland, House of Fraser makes an excellent choice in partners for Crombie. The two brands are complimentary and share an overlapping market, which means that there is a huge potential for success in this venture. It’s difficult to see a downside to this prudently designed partnership.

Co-branding is a strategy that we are seeing more and more of as businesses look for ways to differentiate themselves from the competition. However, one of the key challenges of this strategy is finding a partner who will add to your brand rather than detracting from it. While the success of the Crombie/House of Fraser deal has yet to be seen, it is certainly off to an auspicious beginning.