Harrods opens luxe new lingerie and loungewear department

Harrods is spending heavily on refurbishing its womenswear retail spaces with a focus on boosting the luxury experience and the discovery process. The first phase of this has seen it unveiling a new dedicated area for lingerie, lounge and sleepwear.

The almost-16,000 sq ft space on the first floor of the luxury Knightsbridge, London, store is half as big again as the previous space dedicated to these categories.

The floor now houses custom shopfits for key brands such as La Perla, Skims and Agent Provocateur; offers a wide range of exclusives; and also features new-to-Harrods labels like Natori, Torlowei and Livy.

It was all designed by David Collins Studio.

Harrods is spending around £200 million on its wider revamp and has already made-over menswear and beauty.

Under Simon Longland, who was promoted to director of buying, fashion, earlier this year, it’s now applying a unified vision for womenswear

The retailer will be unveiling new spaces for other women’s categories by this autumn and will have completed its upgrade of womenswear on the fourth floor by 2026.

Back with the first floor, aside from the branded concessions, the wider area is less cluttered with brands divided by functionality so it’s easier for shoppers to find what they’re looking for in a luxurious and enjoyable area that's a world away from a 'hard-sell' environment.

There are also bigger, more comfortable (and luxe) fitting rooms, plus bespoke and VIP services, although the aim is to make the whole shopping process, feel like an enjoyable luxury for everyone, not just VIPs.

High-end department stores across London have been investing hundreds of millions into refurbishing their sales spaces in recent years with the words “luxury” and “experiential” to the fore in all cases.

But as well as responding to this trend more widely, Harrods is also focusing on categories that are seeing high demand. It said that it’s “building further on the growing focus and demand for transformative shapewear and tailored lingerie seen in recent years" and the new halls, provide products and services for "every occasion and requirement”.

It also called the luxury fitting rooms, a "home away from home oasis”.

And it said that, for the ultimate experience, there's a private suite that can be used for occasions that deserve a little more attention, including bridal parties, first fittings, and bespoke, alterations and design.

Longland added: “It’s right to start the hotly anticipated, rejuvenation of the women’s floor with lingerie as it is where every outfit begins, and it really is a moment to celebrate. After six years of state-of-the-art redevelopments across the store, our womenswear customers have been awaiting the new look of the first floor.

“Over recent years, the way that our customers shop for their intimate investment pieces has changed, with lingerie & lounge becoming just as important of a building block as any other wardrobe element. The breadth of the brands and offering in the room is completely unparalleled and will offer something for everyone and every need.

“The future of the womenswear floor is so exciting, with two more rooms heading for redevelopment this year, and many more to come”.

Harrods opens luxe new lingerie and loungewear department

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