The Frasers Group has announced that it will stop using fur in the future to the People for the Ethical Treatment of Animals (PETA).

Yvone Taylor, PETA Director of Corporate Projects, said that PETA raises its vegan hat to new Frasers Group CEO Michael Murray for seeing that fur is the byproduct of a violent, cruel industry and for making the rational and humane choice to ban its sale across the company's brands. Consumers today do not want to spend their money on the fur of abused animals, and anyone who does so is out of date.

The choice was made in response to many demonstrations at House of Fraser stores organized by a coalition of animal rights organizations, including PETA, Human Society UK, and Four Paws.

After purchasing stock in the company in 2020 to protest its selling of fur, PETA also brought the topic up in the group's boardrooms.

The plan was a part of PETA's shareholder campaign, which saw it invest in a number of clothing firms in an effort to obtain access to shareholder meetings, including Boohoo, Louis Vuitton, and Hugo Boss.