Skip to main content
CLOSE

Charities

Close

Corporate and Commercial

Close

Employment and Immigration

Close

Fraud and Investigations

Close

Individuals

Close

Litigation

Close

Planning, Infrastructure and Regeneration

Close

Public Law

Close

Real Estate

Close

Restructuring and Insolvency

Close

Energy

Close

Entrepreneurs

Close

Private Wealth

Close

Real Estate

Close

Tech and Innovation

Close

Transport and Infrastructure

Close

H Beauty

With a number of long-established high street stalwarts forced into retirement in the wake of the pandemic, luxury department store retailer Harrods is modernising the retail experience with the introduction of a new market-leading model, which combines concession elements with an ‘apothecary’ style experience.

The arrival of the H Beauty store marks the latest stage of Harrods’ plans to grow its domestic footprint by continuing its expansion into the beauty sector. Indeed, the birth of the standalone beauty retail concept model not only allows the brand to position itself as a beauty authority, but enables customers to benefit from the trade mark sophisticated Harrods experience without having to venture to the capital.

With its high-profile London location, historically Harrods has benefitted from international spending and tourist revenue; however the launch of H Beauty in 2020 not only dovetailed fortuitously with global travel restrictions, but marked a new focus on domestic and regional markets. Introduced at a variety of regional locations, H Beauty stores have been able to attract a fresh customer demographic, bringing the luxury shopping experience to new audiences. With stores in Bristol, Essex, Milton Keynes, Edinburgh, and Newcastle, the concept has been developed in response to current market trends – most notably a renewed demand for high-quality retail experiences.

Fears of a fundamental shift in consumer behaviour after Covid have proved unfounded, with e-commerce popularity matched by an appetite for the kind of experiences available only in store.

Described as ‘beauty playgrounds’ the expertly curated H Beauty stores bring together a range of exciting high-end make-up, skincare and fragrance brands under one roof, placing legacy names and next generation newcomers side-by-side. Exclusivity is a huge part of the stores’ appeal, with outlets stocking exclusive items and cult products unavailable at the main Harrods outlet, designed to facilitate product discovery through a specialist experience.

Featuring on-site champagne bars, skincare stations for mini treatments plus interactive ‘play’ tables for customers to experiment with products (and take Insta-worthy snaps), the chief aim of the model is to create an immersive experience  something that has become exceedingly rare in an increasingly digital world.

This is not to say that Harrods is turning its back on tech: H Beauty stores also feature ‘magic mirrors’ which use augmented reality technology to enable customers to try on products virtually and share images via their phones. It’s this blending of worlds that gives the model its very unique appeal, drawing enough custom to counter losses from online shopping.

The curation of the experiential environment also extends to service, with staff employed by Harrods directly and instructed to dress for their day, supporting a more relaxed and welcoming feel for shoppers who may be put off by the more formal attire favoured in the Knightsbridge store.

Sustainability and experience

With the costs of leasing a commercial property space higher than ever, Harrods’ new model also gestures towards a more sustainable future. Models like the H Beauty store bring together a range of brands without needing for each of them to cover the costs of their own space – circumnavigating the need to embark on construction work to achieve a bespoke display for each individual brand. This is better for operational and environmental purposes, requiring less resources.

Ultimately, this is a hugely important milestone not just for Harrods, but the future of the retail sector. In pivoting towards the creation of a more experiential environment, retailers are able to appeal to a broader audience by offering something beyond the capabilities of online shopping.

Our Offices

London
One Bartholomew Close
London
EC1A 7BL

Cambridge
50/60 Station Road
Cambridge
CB1 2JH

Reading
The Anchorage, 34 Bridge Street
Reading RG1 2LU

Southampton
4 Grosvenor Square
Southampton SO15 2BE

 

Reading
The Anchorage, 34 Bridge Street
Reading RG1 2LU

Southampton
4 Grosvenor Square
Southampton SO15 2BE

  • Lexcel
  • CYBER ESSENTIALS PLUS

© BDB Pitmans 2024. One Bartholomew Close, London EC1A 7BL - T +44 (0)345 222 9222

Our Services

Charities chevron
Corporate and Commercial chevron
Employment and Immigration chevron
Fraud and Investigations chevron
Individuals chevron
Litigation chevron
Planning, Infrastructure and Regeneration chevron
Public Law chevron
Real Estate chevron
Restructuring and Insolvency chevron

Sectors and Groups

Private Wealth chevron
Real Estate chevron
Transport and Infrastructure chevron