Harrod's unveils vision for future of multi-brand womenswear retail

What: The British luxury department store is investing GBP 200 million in storewide refurbishments, and has revealed its plans for womenswear, starting with the opening of its "Lingerie and Lounge Universe."

Why it is important: The refurbishment of its womenswear departments is focused on comfort, discovery, and engagement rather than hard selling as the department store aims to become a luxury destination for womenswear.

The new space features 47 brands across its lounge, lingerie, and sleepwear categories across 16,000 square feet, which is 50% larger than its previous space.

Designed by David Collins Studio, the renovated space is a true testament to the retailer's refurbishment plans and creates a space that is welcoming and inviting.

The space is laid out to make shopping easy, with brands being grouped by category and price point so customers can easily find what they want. Additionally, a certain level of privacy is conveyed and tills have more discreet locations.

Harrod's goal with the renovations is to become the ultimate destination for womenswear,  competing with luxury brands and providing an experience that meets consumers' expectations.

All 330 departments inside the store will be given a makeover as part of the department store's biggest overhaul in its 170-year history.

Two more womenswear rooms will be redeveloped this year with four more in 2024.

Harrod's unveils vision for future of multi-brand womenswear retail

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