Harrods Expands Menswear Offering With Revamped Designer Collections Room

by · WWD
Harrods Men's Designer Collections room on the Second FloorCourtesy of Harrods

LONDON — Harrods is refining its menswear proposition with the unveiling of a newly redesigned Designer Collections room on the second floor of the retailer’s Knightsbridge flagship, in a bid to expand its lifestyle offering and target the modern “full wardrobe” shopper.

Billed as a one-stop destination for contemporary dressing, the space aims to reflect how male customers now buy across categories and occasions rather than hunting for one-off pieces. The emphasis is on the weekend wardrobe and elevated everyday style.

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The room offers a lineup of menswear and lifestyle brands including Herno, Purdey, Barbour, Sease, Orlebar Brown, Paul & Shark and Vilebrequin. At its center sits a multibrand area designed to encourage browsing and discovery across the category rather than brand-by-brand shopping.

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There is also a new dedicated pop-up space that will host exclusive launches, seasonal stories and brand activations throughout the year, giving brands a platform to spotlight capsules and collaborations while introducing newness to the Harrods shop floor.

The launch also raises the bar on the in-store experience, with six newly designed shopfits that nod to each brand’s identity and craftsmanship while maintaining a cohesive visual identity.

“The new Designer Collections room marks a significant expansion of our lifestyle category and reflects how our customers are increasingly shopping for a complete wardrobe,” said Yasmin Mehmet, menswear buying manager at Harrods.

“We are seeing growing demand for versatile pieces that seamlessly transition across different occasions, particularly within categories such as outerwear, knitwear and gilets. By bringing together a carefully curated selection of brands and creating an environment dedicated to discovery and inspiration, we are further strengthening our offer for the modern menswear customer,” Mehmet added.

The opening of the men’s Designer Collections room follows the gradual unveiling of the International Designer Rooms on the womenswear-focused first floor starting from June.

These openings form part of the store’s wider multimillion-pound refurbishment program, designed to further elevate the shopping experience within one of the world’s leading luxury retail destinations.

Previously, Harrods has also redeveloped the Designer Collections rooms, which combine larger shop-in-shop concepts for brands including Hermès, Brunello Cucinelli, Ralph Lauren and Yves Salomon alongside a selection of more niche and specialist labels.