Harrods has unveiled its newest menswear space, a unique 4,000sq ft space dedicated to the athletic pursuits of Harrods menswear customers. This new space is the latest launch in an ambitious rejuvenation of its historic structure beginning in 2018, with the menswear destination on the second floor at the forefront of this transformation. Men’s Sports is a one-stop-shop for all athletic activities, Harrods customers can get the essentials no matter what their work-out whether that is a Sunday cycle decked out in MAAP apparel, an early morning yoga session in top-to-toe lululemon or an iconic Lacoste polo shirt for an afternoon on the green.
The newest space houses 20 of the most highly sought-after performance and specialty brands on the market including five brands completely new to Harrods customers, adding additional depth and option to its existing men’s sports offering. With nine permanent branded shop fits including ON Running and lululemon, the first men’s only destination for the brand in the UK, and Rapha, Harrods customers are guaranteed to find the features they are looking for to support their sporting endeavours, whether that is wicking, support or style. The newest space supports not only those living in the fast lane but also caters to sportsmen that require comfort and versatility in their other adventures, Canadian brand Reigning Champ, launches their sleek space with a varying collection, from high performance necessities to luxurious leisurewear. EA7, Fred Perry and Lacoste also bring in a pared back, more lifestyle approach to the offering.
Simon Longland, head of menswear at Harrods, said: “The launch of this newest space is the next step in our complete overhaul of the men’s universe at Harrods and is the final piece in bringing all of our menswear offering to one, centralized location on the second floor. With Summer just around the corner, our customers are looking forward to getting outside, into the world and having the opportunity to explore and workout however, and wherever they wish, and our goal is to cater to every need they have in doing so. In curating the brand assortment in this room meant providing an elevation to our customer’s existing workout wardrobes and allowing them to feel the best and most agile, no matter what way they like to work out. Whether that is indoors or out.”
Surrounded by the nine shop fits, customers can find a centralized multi-brand area, amplifying the offering around them, from Italian lifestyle brand K Way, to Falke sports socks and fan-favourite compressionwear from 2XU, there is certainly a fit and function for everyone. A pop-up also accompanies the permanent shop fits on the circumference of the space, and from launch and throughout the rest of 2021, Australian cycling brand MAAP takes the space, deepening Harrods offering for growing cyclist communities.
The menswear redevelopment venture has been conceptualized and brought to life by David Collins Studio Ltd, this newest space mirrors the look and feel of the previously launched rooms, with grey and white checkered marble flooring, contemporary and clean marble pillars and cool tones running throughout for an ultra-modern air. In this latest space, function is key and features a clean and masculine palette of metals and marbles with natural woods being less present throughout the space.