Harvey Nichols is to target cities such as Bristol, Newcastle and Cardiff for boutique-style shops, following the opening on Monday this week of its Manchester store.
Designed by Four IV, the Manchester outlet is the fourth of the retailer's traditional department stores, but five more small shops are being sought over the next five years.
The retailer is also expanding its own-label range, HN, this year. A more extensive collection of HN womenswear and menswear is going into stores now. A men's HN fragrance will launch in September, followed by a home perfumery range in November. HN fashion accessories will come next year.
Covering three floors and 95,000 sq ft (8,825 sq m), the Manchester shop is the last big element of the redevelopment of the area decimated by the 1996 bomb.
The store includes a number of innovations, such as the UK's first dental spa outside of London. 'It is bang on the three fs of fashion, fragrance and food. The whole brand positioning is about fashionability,' said Harvey Nichols marketing director Julia Bowe.
She said: 'It's important when we move outside of London we don't dilute the brand. We take the best of the brand so it's pure unadulterated Harvey Nichols, even though it is not as big a store as Knightsbridge.'
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