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Harrods revamps menswear department

Harrods will overhaul its menswear department in the second half of 2014 after observing a “huge increase” in sales to male shoppers over recent years.

The total menswear space at the London Knightsbridge store will increase from 60,000 sq ft to 75,000 sq ft by April 2015, as part of ongoing refurbishments.

It will begin in August by expanding its Men’s International Gallery, which launched in May 2013, into a second room, giving its most successful brands – including Neil Barrett, Maison Martin Margiela and Versace – their own shop-in-shops and refurbishing those for Balenciaga, Valentino and Balmain.

The gallery will also introduce a DSquared shop-in-shop from December, and British brands Gieves & Hawkes and Turnbull & Asser will join the line-up for autumn 14.

Other changes include moving the contemporary designer and denim sections and custom storefits for brands including McQ, Kenzo, Helmut Lang and Marc by Marc Jacobs.

Menswear fashion director Jason Broderick told Drapers: “Over the past five years we have seen a huge increase in the menswear market. Men are much more confident in their shopping habits [than they used to be], and to keep up with their demands we have to be proactive in introducing new brands and creating interesting shopping experiences.”

Harrods declined to give a breakdown of its sales by department or say how much it was investing in the refurbishment.

In 2015, new menswear fit-outs will be introduced on the lower ground, ground and fifth floors. This will move the casual menswear offer from the lower ground floor to the fifth floor, adjacent to the sportswear department.

The lower ground floor will house the extended International Gallery, a section for classic brands – such as Aquascutum, Pal Zileri and Hackett – and a contemporary area.

Rival department store Selfridges this month opened designer shop-in-shops for its key international brands Givenchy, Dries Van Noten, Lanvin and Rick Owens, as it prepares to unveil a multimillion-pound redevelopment of its menswear floor next week (July 15).

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