Harvey Nichols steps up ad blitz as it searches for overseas stores

Harvey Nichols has launched a second wave of advertising in the UK as it shores up plans to expand abroad.

'We have three stores in discussion in terms of overseas markets,' said chief executive Joseph Wan. 'We have already identified three locations and been given some indication of where we could site a store.'

The openings do not include the mooted stores at Dundrum mall in the Republic of Ireland, or New York. The shops will be franchises and are likely to be in emerging markets such as South America or the Indian sub-continent.

Wan wants to create a global business platform to present a more attractive package to both established and emerging brands. By next year Harvey Nichols will have a presence in the UK, the Middle East and Hong Kong.

The retailer's long-term goal is to develop own-brand collections that span the assortment, which could lead to dedicated boutique stores.

'We should be able to achieve our target of 20 per cent of turnover from own-brand in five to 10 years,' said Wan. 'However, 10 stores is the absolute minimum to do it in a meaningful way.'

The retailer is launching the second phase of its print campaign HN On Earth today. The ads focus on the chain's menswear and food offers.