Luxury department store Harrods is poised to overhaul the shopfit for its Way In young fashion offer as it prepares for the opening of a 14,000sq ft Topshop store on its doorstep in Knightsbridge.
Speaking at the unveiling of a raft of new contemporary brands for spring at Way In, a Harrods spokeswoman said the details and timescale of the revamp of the area on the department store’s fourth floor were yet to be decided.
Way In was established in Harrods in 1967 to target the 16 to 30-something woman, a demographic which overlaps with Topshop’s core market.
A revamp of Way In will place Harrods head to head with Topshop’s high-profile opening on May 20 at 70 Brompton Road.
Way In houses fashion-forward brands such as denim brands Sass & Bide and Citizens of Humanity, T-shirts by Junk Food and leather pieces from American Retro, alongside high street offers from the likes of French Connection, Warehouse, All Saints and Ted Baker.
Last week, Harrods debuted the latest brands to join Way In including exclusive offers from LA-based Myne, Aiko, Society for Rational Dress and Equipment, as well as US designer Robert Rodriguez’s diffusion line Robbi & Nikki, and French brands Maje and Sandro.
Harrods has continued to invest in updating the offer in its store throughout the recession and has encouraged brands to upgrade their shop-in-shops.