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Published
Jun 1, 2021
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Harrods opens dedicated sportswear room in upgraded menswear department

Published
Jun 1, 2021

Harrods has underlined the importance of the sportswear category having unveiled a dedicated sportswear room on its redeveloped menswear floor.


Harrods



The space, which is for all active endeavours”, covers 4000 sq ft and is the latest move in the luxury store’s ambitious revamp that started in 2018.

The menswear department on the second floor is a key part of this and now includes Men’s Sports as a “one-stop-shop” for both active and leisure sportswear.

The retailer said the space “houses 20 of the most highly sought-after performance and speciality brands on the market including five brands completely new to Harrods customers, adding additional depth and option to its existing men’s sports offering”.

There are nine permanent branded shop fits including ON Running and Lululemon (the first men’s-only destination for the brand in the UK), and Rapha. Also included in the department are EA7, Fred Perry and Lacoste, bringing in a “pared-back, more lifestyle approach to the offering”.

As well as the nine shop fits, the centralised multi-brand area features Italian lifestyle brand K Way, Falke sports socks and compressionwear from 2XU, among other labels. A pop-up also accompanies the permanent shop fits on the circumference of the space, and for the rest of this year, Australian cycling brand MAAP occupies that space, “deepening Harrods’ offering for growing cyclist communities”.

The new sports concept was developed for the company by David Collins Studio and mirrors the look and feel of the previously launched rooms, with grey and white checked marble flooring, “contemporary and clean” marble pillars and “cool tones running throughout for an ultra-modern air”. Harrods said it also features a “clean and masculine palette of metals and marbles with natural woods being less present throughout the space”.

Its menswear head Simon Longland added: “The launch of this newest space is the next step in our complete overhaul of the men’s universe at Harrods and is the final piece in bringing all of our menswear offering to one, centralised location on the second floor. 

“With summer just around the corner, our customers are looking forward to getting outside, into the world and having the opportunity to explore and work out however and wherever they wish, and our goal is to cater to every need they have in doing so. In curating the brand assortment in this room [we're] providing an elevation to our customer’s existing workout wardrobes and allowing them to feel the best and most agile, no matter what way they like to work out. Whether that is, indoors or out.”

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