Harrods in own brand relaunch, phased rollout to include gifts, accessories and more

Harrods is continuing to mark its 175th anniversary, the luxury department store this week announcing the launch of its new Harrods own-brand department, “with a focus on timeless style, innovative detail and exceptional quality”.

It’s a return to own-brand for the store that has more recently focused on external brands. But another luxury UK department store Liberty has shown that high-quality own-brand items can be an important business line. But in the case of Harrods, the business’s brand name is much. much more visible and is the star attraction of the pieces.

The new Harrods branded collections will launch throughout this year and next, “to build and present a unified expression of the brand under one clear creative direction; standing proudly alongside the luxury portfolio of brands available in Harrods, Knightsbridge”. 

The company said the new creative direction “has a strong dedication to design details, informed by fashion and interiors trends, as well as core principles of luxury craftsmanship”.

So what will the new offer comprise? The retailer said that “many products in the range pay homage to the iconic aspects of the Harrods heritage and creativity, such as thoughtful details that feature the Harrods logo and architectural features of the Knightsbridge store”.

And it added that it’s used “suppliers, materials and artisans that proudly work with the world’s finest luxury brands”.

The first phase includes the launch of gifting-focused lines that launch from this month and they’ll get a dedicated space in the Knightsbridge, London, store on the lower ground floor.

This initial phase includes stationery and accessories in-store and online. Also launching is the new “brightly coloured design story… featuring playful Harrods items in vibrant colourways; perfect for holiday and gifting”.

Autumn will see the arrival of cashmere and nightwear, as well as “quality staples, Harrods Christmas gifts, decorations and feasting favourites”. Next year there will be  a brand new collection that’s “perfect for gifting”.

The company said its focus is heavily on quality as well as sustainable sourcing, “and with sustainability considerations forming a core element of the design, development and manufacturing of new products”. 

The retailer has previously said it’s committed to all products bearing its in-house brand meeting the Harrods Responsible Sourcing Standards by 2030.

MD Michael Ward said the store’s “name stands for the highest standards of luxury, and Harrods’ own-brand products are a reflection and representation of these standards. Whether buying the finest tea as a gift, or a Harrods bag as an everyday luxury, our own-brand items need to stand for the same standards that we expect of every other brand in-store”.