Luxury department stores Harvey Nichols and Harrods have set about a major shake-up of key areas in a bid to boost sales in categories such as lingerie and kidswear.
Harvey Nichols has made a number of changes at its Knightsbridge store in London. On its international floor, the Azzedine Alaïa shop-in-shop has tripled in size to 1,000 sq ft, while a refurbished Donna Karan shop-in-shop will open next month.
On the first floor, Harvey Nichols has replaced the lighting, flooring and seating in its footwear department.
A makeover of the lingerie department includes new lighting and plush purple velvet fixtures, as well as a specialist mastectomy fitting assistant.
The redesign is already impacting on lingerie spend, with Fauve, Spanx and Stella McCartney reporting uplifts.
On its second floor women’s designer collections area, brands have been shuffled around, with DKNY and Herno showcasing refitted sections and Tory Burch getting its own shop-in-shop.
The denim gallery, now spanning the length of the third floor, will showcase a collaboration between AG Jeans and stylist Cher Coulter for spring 13.
Meanwhile, this weekend Harrods will officially unveil two new rooms to house its kidswear collections. The 60,000 sq ft area, for children aged 10 to 16, will boast concessions for brands including Gucci, Burberry, Paul Smith Junior, Hugo Boss, Ralph Lauren and Armani Junior.
Harrods has also introduced Zadig & Voltaire’s luxury kidswear collection, and has added children’s ranges by Converse, Levi’s and Vans to create a “younger, contemporary feel”.
Childrenswear general merchandise manager Torly Grimshawe said this was an important area of growth. “These exciting new developments will see a sizeable growth in space and [create] expansion opportunities across many product categories,” she told Drapers.
To celebrate the kidswear launch, Harrods has partnered with online community Stardoll, in which members create their own dress-up ‘MeDoll’ avatar. The virtual Harrods boutique will feature brands including Versace, Sonia Rykiel, Chloé and John Galliano for Stardoll members to shop from.
Grimshawe added: “This is a wonderful opportunity to raise our profile in the virtual fashion world, introducing Harrods to a new generation of fashionistas.”