Head of Menswear at Harrods, Simon Longland has played a significant role in the changes, saying: "We wanted to create menswear destination like no other - somewhere that men want to visit, will enjoy visiting, a space to inspire and excite, but most importantly offers an excellent service and product proposition. The boutiques are flagship store concepts, not department store concepts.
"When you enter the boutiques, you are totally immersed in the world of the brand – however, as these are flagship concepts, it is amped up on a scale not seen in any retail environment. We’ve focused on furniture, not fixtures, to elevate the boutique experience to something that feels domestic with lounge chairs and side tables."
The History of Menswear at Harrods
The Menswear department at Harrods dates back more than 125 years having first opened in 1894 on the ground floor selling socks, umbrellas and more until they introduced ready-to-wear fashion and bespoke tailoring in the turn of the century.
During this time Harrods also opened a tailoring workshop on Hans Crescent for those looking for a bespoke service. This was extremely popular amongst the more affluent gentlemen in London where they could buy all their essentials for their jobs in the capital.
It was not until 1930 that Harrods launched 'The Man's Shop' selling cutting-edge fashion and the finest tailoring on the ground floor of the rebuilt Basil Street block. Harrods now sits proudly as one of the world's finest department stores selling the most luxurious fashion, homeware, beauty, gifts and much more.
The new Menswear development will be the biggest change in Menswear that Harrords has ever seen, with the seven-stage redevelopment that is also the largest investment in Menswear and Sports in the department store. Managing Director, Michael Ward said: “Menswear has experienced a quiet revolution over the past few years in terms of innovation and customer demand.
"Menswear within Harrods has gone from strength to strength, and we want to match this growth with the investment in a truly unique destination. The launch of Mens Superbrands is the first step in this exciting journey, which will create a new home for the Harrods Man by 2020. Mens Superbrands has been specifically designed to provide the most exceptional shopping experience."
With more space for the Menswear department many of the luxury brands are incorporating additional services and lifestyle elements to heighten the customer experience.
Louis Vuitton has incorporated and designed a personal shopping suite, giving customers a private and exceptional shopping experience. Berluti has also gone above and beyond as it has added virtual reality screens, a bar and a football table.
Men's Superbrands was designed by David Collins Studio with the aim to combine mid-century architecture with the classic aesthetic of men's tailoring in a setting that oozes luxury. Every detail has been meticulously thought about down to the finest details in the displays and cabinets to the Harrods logo subtly appearing in bronze inlay in stone and stitched into leather and marquetry.
Creative Director at David Collins Studio said: "My vision was to create a series of experiences throughout the design to ensure there is always a sense of drama, intrigue and excitement. Classic club interiors and traditional British architectural styles were extracted and adapted to result in a very unexpected combination of discreet calm and bold energy.
"Last year, menswear was the highest growth division in Harrods and this is because we now recognise that our men want to shop and they like to shop."
Find out more at harrods.com