Harvey Nichols is increasing its focus on denim and in-store experiences to attract millennial shoppers, head of menswear David Aquilina has said.
The luxury retailer’s menswear division has expanded its offer of ready-to-wear denim, with new signings including Tommy and CK Jeans. It has also upped its focus on Japanese- and Los Angeles-based brands.
The Knightsbridge menswear department, which spans 28,000 sq ft, is expected to host more exclusive collaborations and interactive workshops in a bid to further develop the retailer’s experiential offerings.
Recent workshops include bonsai tree making and a Japanese whisky masterclass, to tie in with the retailer’s collaboration with Japanese clothing brand Beams Japan.
Aquilina, who joined the luxury department store from Kurt Geiger in January, told Drapers the team “scours the globe” for new brands that sit well alongside its current offering.
“We are not static in our approach and have a very open attitude to discovering new brands. Our strategy is to keep evolving to ensure we are continuously meeting the changing needs of our customer. Whether that be the way the store feels when you walk in through the services and experiences we offer, or by having the best brands and products available.
“We see the size of our store as a strength, as we are able to offer our customers boutique experience where our curated edit is focused and in tune with what our core customers are looking for.”
The Knightsbridge flagship is expected to begin revamping its womenswear levels next year, starting with the first floor.
The department store’s profits were dented by the refurbishment in its most recent set of financial results, with pre-tax profits falling to £2.6m for the year to April 2 2016, down from £5.4m in the previous year.