Harvey Nichols has revamped its menswear department after a nine-month closure, resulting in a refit that breaks down traditional merchandise categories and creates a new lifestyle retail destination.
The new 28,000-square-foot retail space is designed with a multi-disciplinary, wardrobe-oriented menswear customer in mind and flow between the seven rooms is key to the design by architects Virgile and Partners.
‘Harvey Nichols has moved away from calling itself a department store, now the store is more of a large boutique,’ says head of menswear Darren Skey. There are now 270 menswear brands spread over two floors, with 50 new brands introduced for the relaunch. ‘We needed to differentiate from our competitors, so we’ve introduced a series of rooms that act more like individual boutiques, but there are product adjacencies that encourage customers to shop by ‘dress codes’ adds Skey.
Visitors can book complimentary menswear style concierges, on offer for the first time, who will operate within a VIP lounge suite complete with large interlinked changing rooms and ‘modesty cupboards’.
The menswear space will be open early in the morning alongside a new café area and opening hours will be extended to late, with the introduction of a bar and restaurant sitting adjacent to the new Project 109 collaborative pop-up space. With a more experiential, interactive customer in mind, Skey says Harvey Nichols is introducing more collaborative pop-up spaces hosted by media brand partners. Project 109 opens in May and will house guest edits from media brands or retail partners – kicking off with a selection by Hypebeast.
Retail Planner takeouts: Retailers are focusing on concierge services and more entertainment-driven leisure offers, that both encourage dwell-time and create a unique destination retail proposition.