Harvey Nichols have revealed their new designer womenswear offering, after revamping the 22,000 square foot area during the course of four months.
The refurbishment work is part of an ongoing series of changes at the Knightsbridge department store, which is engaged in a heated battle with nearby rival Harrods to lure in the millennial crowd. These high-spending shoppers are largely behind the resurgence of the luxury market, and the management felt the need to do more to appeal to this demographic.
The new designs and layouts all intentionally play on the smaller and more intimate setting of Harvey Nichols, helping to promote their quirkiness and more personalised approach. They are looking to create “a more sophisticated and elegant interior akin to a luxury boutique,” according to a spokesperson. The womenswear restructuring has been done “to create a fluid open space to ease the customer journey through the brand offering”.
The original windows have been exposed to bring in more natural light, and the interior design includes patterned marbles, textured glass, and raw steel to create textural contrast.
Boutique spaces include brands such as Versace, Stella McCartney, Marni, Off-White, Chloe, Dries Van Noten, and more. All of the brands’ offerings – such as ready to wear, accessories, and so on – will be included within the boutique space, rather than the floor being split by category.
Recent updates to the Harvey Nichols store have included a more opened-up shoe section, an expansion to four full floors of womenswear, the launch of a digital shopping service, the addition of a beachwear section, and the revamp of the beauty section. More changes are expected to come.