Harrods launches H Beauty: new stand-alone concept

Harrods expands its footprint for the first time. The British department stores company is launching its new concept at the beginning of next year with the opening of two stand alone stores, both outside of London.

The first one will be located in Lakeside, about 20 miles from the British capital in the Essex shopping mall and will open in April 2020. The second stand-alone store of the department stores will be in Milton Keynes, Buckinghamshire, about 50 miles from London, according to The Times.

The new concept will offer beauty, cosmetics, skincare and fragrances and will be located at two commercial spaces of around 20,000 square feet each. The historical department stores group has only one flagship in Knightsbridge, London.

Harrod’s new concept is part of the group’s plan to transform its entire beauty offer

This is the first time Harrods leaves the British capital. The new concept comes with a new branding, that doesn’t resemble to its current format or its airport shop-in-shops. The new stores will change the traditional green in its logo for a clear pink.

Harrods has been remodeling its beauty division in its flagship for the past couple of months, opening new halls focused on a new generation of shoppers. This is the first part of a three-stage project that aims to transform the groups entire beauty offer.

Harrods, founded in 1841 by the businessmen Charles Henry Harrod, is one of the oldest department stores in Europe. It is located in an area of 20,000 square meters and has about 90,000 square meters of commercial offer divided in five floors.