Harrods Unveils New Luxury Floor, Marks First Phase In Revamp Project

Harrods, London’s most prominent luxury department store, has launched a new luxury destination on the first floor — its revamped lingerie, sleep and lounge department — marking the retail giant’s first phase in its expansive Womenswear redevelopment project.

Spreading across almost 16,000 sq. ft. and holding 47 coveted brands including Olivia Von Halle, Livy, Luna Mae, Barrie and Skims, the new space in Harrods is ultra-chic and offers a sneak peek of the future look and feel of the entire floor.

With the rise in popularity and focus on wellness, perfecting one’s physical form and clothing that are versatile and multi-occasional, the demand in tailored and transformative undergarments has been growing rapidly. What used to be considered nightwear and single-purposed pyjamas are now replaced by glam loungewear that can be dressed up or down (think Sleeper and Oséree) and shapewear that offers both structure and comfort. Building further on this trend seen in recent years, the grand new halls on Harrods’ first floor now provide products and services for every occasion and requirement; from bra fittings and made to measure to personalization and bespoke alterations.

“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.” Says Simon Longland, director of buying for fashion at Harrods. “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 future of the womenswear floor is so exciting, with two more rooms heading for redevelopment this year, and many more to come.”

The brands offered is another highlight in the new space. Expanding to include 14 new brands such as Natori and Torlowei, the floor houses eight dedicated shops for brands such as Skims, Agent Provocateur, and La Perla, with a sole aim of finding the perfect solutions for myriad occasions ranging from everyday loungewear to haute-lingerie. Longland adds: “The breadth of the brands and offering in the room is completely unparalleled and will offer something for everyone and every need; from functional shapewear to the most glamorous lingerie, from cotton sleepwear to silk, lace and feather-trimmed robes and Charvet shirts to cashmere lounge suits.”

Private fitting rooms are now available, featuring seating, three-way mirrors and soft, flattering lighting, all specifically designed to make customers feel their most confident and comfortable whilst trying on the most intimate styles.

Lewis Taylor, design director at David Collins Studio says of the new halls: ‘‘We wanted to create a soft and calming environment, one that feels comfortable and welcoming. During the design process we carefully considered the customer journey at every step... Our intention was to create carefully considered focal points and sightlines across the rooms whilst ensuring the shopper felt protected with a certain level of privacy.”

A private suite is also located on the first floor, and can be used for occasions that deserve a little more attention, including bridal parties, first fittings and bespoke alterations and design. Unwavering in its promises to deliver superb service from start to finish and guaranteeing the best experience for every customer, Harrods ensures fitters are meticulously trained at the start of their Harrods journey.

You can now visit Harrds’ new first floor Lingerie, Sleep and Lounge department at the store’s at Harrods, 87-135 Brompton Road, London SW3 1QE.