General merchandise manager for Harrods own label Nick Chalkley said the luxury retailer will offer Harrods-branded apparel across a broader category base, beginning with an expanded offer for autumn.
The offer is being expanded at its airports and direct businesses, where the private-label business is a key sales driver.
Chalkley said: “The brand we are creating will follow the same brand values as the store, ensuring exemplary quality for the price and a product appeal that meets many of our customer profiles.”
He added that sales of the range are up on last year in its established categories. “There are lots of areas of the range that are completely new that we are developing, for example golf, ski accessories, babywear and plus-size collections,” he said.
Harrods is also remodelling its menswear department as part of a multimillion-pound project.
The overhaul of one of the retailer’s major departments will involve an almost total relocation of existing merchandise areas as well as the replacement of the white marble walkways with black marble and grey carpet for the retail areas.
The revamp will give Harrods greater ownership of the brands in the department because they will be housed in the retailers’ generic shopfits, as opposed to their own fit-outs.
Several brands are being introduced, including Giorgio Armani Black and Ralph Lauren Purple. Designerwear will be moved to the ground floor from the lower ground floor.
The design, created by US consultancy Callison, will include a large plasma screen and contemporary crystal chandelier. One of the window bays at the back of the store will be opened to allow in more natural light.
Work on the first stage of the project will be completed by November.