London retailer Harrods has opened a revamped menswear space – a $15 million overhaul covering 50,000 square feet over two floors. According to Women’s Wear Daily, the retailer has replaced endless racks of navy blue and black suits and shelves of shirts, ties and varied accessories with branded lifestyle boutiques and a basement space for designers such as Tom Ford, Paul Smith and Etro, as well as contemporary designer casualwear.
The floor’s new look includes chocolate brown marble floors and matching leather-paneled walls. Each vendor was asked to create a lifestyle boutique within the department.
Jason Broderick, Harrods’ head of menswear buying, tells WWD that the layout was changed to adapt to new shopping habits among men. “Men are shopping more like women,” he says. “They like to add and mix and match and put an outfit together. And they are taking authority for the way they dress.”
Broderick goes on to say that the retailer was inspired by the idea of a gentlemen’s club for the new aesthetic. “We wanted to make a statement that we are a premium, luxury environment, catering to an international customer,” he says.