The store continued to be a major destination for shoppers, being the second-largest department store in Wales and even more so after the demise of its long-term rival David Morgan in January 2005. The store had around of selling space, making it one of the largest stores in the House of Fraser chain. In late 2009, it underwent a multi-million-pound refurbishment to bring it in line with the new John Lewis store which had opened nearby. The department store itself was also rebranded from 'Howells' to the core marque 'House of Fraser'; however, due to the store's status as a listed building, the 'James Howell & Co' signs remained. In August 2010, banners referring to the store as 'Howells' appeared above the main entrances and the House of Fraser signage.
