Harrods Revamps Menswear Designer Collections Room

Harrods has opened a newly redesigned Designer Collections room on the second floor of its Knightsbridge flagship. The retailer aims to expand its lifestyle offering and target the modern male shopper looking for a full wardrobe.

The space is billed as a one-stop destination for contemporary dressing. It reflects a shift in how male customers now buy across categories and occasions rather than seeking one-off pieces. The emphasis is on weekend wear and elevated everyday style.

Yasmin Mehmet, menswear buying manager at Harrods, said the room marks a significant expansion of the store's lifestyle category. "We are seeing growing demand for versatile pieces that seamlessly transition across different occasions, particularly within categories such as outerwear, knitwear and gilets," she stated.

Curated Brand Lineup

The room features a lineup of menswear and lifestyle brands. At its center is a multibrand area designed to encourage browsing and discovery across the category instead of brand-by-brand shopping.

A selection of the featured brands includes:

Enhanced In-Store Experience

The launch raises the bar on the in-store experience with six newly designed shopfits. These nods to each brand's identity and craftsmanship while maintaining a cohesive visual identity for the room.

There is also a new dedicated pop-up space. This area will host exclusive launches, seasonal stories, and brand activations throughout the year. It gives brands a platform to spotlight capsules and collaborations while introducing newness to the Harrods shop floor.

Part of Wider Refurbishment

The opening of the men's Designer Collections room follows the gradual unveiling of the International Designer Rooms on the womenswear-focused first floor, which began in June. These openings form part of the store's wider multimillion-pound refurbishment program.

Harrods has previously redeveloped other Designer Collections rooms. Those spaces combine larger shop-in-shop concepts for brands like Hermès, Brunello Cucinelli, Ralph Lauren, and Yves Salomon alongside a selection of more niche and specialist labels. Mehmet added that by bringing together a curated selection and creating an environment for discovery, Harrods is strengthening its offer for the modern menswear customer.