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First look: Harvey Nichols unveils new store concept in Birmingham

Harvey Nichols has revealed a new store concept that will debut in its Birmingham store in the Mailbox shopping centre this July.

The 45,000 sq ft store, designed by retail design firm Virgile and Partners, will be a blueprint for all new Harvey Nichols stores.

It will showcase over 200 luxury and premium brands across womenswear, menswear, beauty, food and wine, many of which will be exclusive to the Birmingham store.

Beauty rooms and a style concierge team will be on hand to offer advice on trends and styling tips across fashion and beauty.

Stacey Cartwright, group chief executive of Harvey Nichols, said: “This is a landmark moment, not just for our Birmingham store, but for Harvey Nichols. We believe we are creating an unrivalled retail destination for customers which will redefine the luxury retail market.”

Harvey Nichols will launch a tongue-in-cheek recruitment campaign entitled ‘Fanatics Wanted’ for the store on June 6.

The digital and social media campaign, which was created by communications agency adam&eveDDB, poses multiple choice questions to find out if applicants have what it takes to work at the department store.

Questions include: “In a divorce settlement, would you fight for: the house, custody of the kids, or the Roland Mouret dress that got you both those things in the first place?”


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