Harrods, the world-famous luxury department store in London, is investing heavily in its womenswear retail spaces to create a more luxurious and enjoyable shopping experience for its customers. The latest addition to this effort is a new dedicated area for lingerie, lounge, and sleepwear on the store’s first floor.
Spanning almost 16,000 square feet, the new space is 50% larger than the previous area dedicated to these categories. It features custom shopfits for top brands like La Perla, Skims, and Agent Provocateur, offering an extensive range of exclusive products. Additionally, the area showcases new-to-Harrods labels such as Natori, Torlowei, and Livy. The design for the new space was created by renowned interior design firm David Collins Studio.
Harrods is investing approximately £200 million in a broader revamp, which has already seen renovations to its menswear and beauty sections. Led by Simon Longland, the director of buying for fashion, Harrods is implementing a unified vision for womenswear. The retailer plans to unveil new spaces for other women’s categories by autumn and complete the upgrade of womenswear on the fourth floor by 2026.
In addition to the branded concessions, the wider area on the first floor has been organized in a more streamlined manner, with brands grouped by functionality. This makes it easier for shoppers to find what they’re looking for in a luxurious and enjoyable environment, moving away from the typical high-pressure sales atmosphere. The fitting rooms have also been upgraded to be more spacious and comfortable, offering a truly luxurious experience. Harrods is even providing bespoke and VIP services, aiming to create a memorable luxury shopping journey for all customers, not just VIPs.
Luxury department stores in London have been investing heavily in refurbishments in recent years to enhance the luxury and experiential aspects of their stores. Harrods, however, is not only following this industry trend but also focusing on categories that are experiencing high demand. The retailer acknowledges the growing interest in transformative shapewear and tailored lingerie and has designed its new halls to cater to these needs, providing products and services for various occasions and requirements. The fitting rooms are described as a “home away from home oasis.” Furthermore, Harrods has created a private suite to offer the ultimate experience for occasions that require extra attention, such as bridal parties and bespoke alterations and designs.
Simon Longland expressed excitement about the rejuvenation of the women’s floor, starting with the lingerie section. He emphasized the importance of lingerie as the foundation of every outfit and highlighted the evolving way customers shop for intimate investment pieces. The breadth of brands and offerings in the new space is unmatched, ensuring there is something for everyone and every need. This is just the beginning of the exciting changes to come for the womenswear floor, with two more rooms set for redevelopment this year and many more in the future.
As luxury department stores continue to offer enhanced experiences for their customers, Harrods is at the forefront with its investment in its womenswear spaces. The new dedicated area for lingerie, lounge, and sleepwear reflects the changing needs and demands of shoppers, providing a luxurious and enjoyable environment. With its focus on exceptional service and a wide selection of brands, Harrods is positioning itself as a destination for discerning shoppers looking for the best in luxury womenswear.
To learn more about Harrods and its womenswear offerings, visit their official website here. Additionally, for a glimpse into the exquisite design work of David Collins Studio, click here.
