Apr 29, 2021
Harrods has resumed the rollout of its new H Beauty store concept with the second
location opening on Thursday in Centre:mk, Milton Keynes. It follows the inaugural store at the Lakeside mall in Essex that opened last September.
The new standalone store is described by the company as “an unparalleled beauty utopia” and covers a larger 29,000 sq ft of space, offering a diverse portfolio of premium brands, beauty services and experiences.
Harrods said that the rollout of the concept demonstrates its “ambitious journey to bring Harrods’ leading beauty expertise, curation, and luxury shopping experience to new communities across the UK. Each store is developed with the local beauty community in mind, bringing the latest must-have products and experiences to local customers, often for the first time”.
Brands available include ultra-luxe names such as Dolce & Gabbana, La Mer and Roja Parfums. And the store is framed by a series of dedicated boutiques from major names, including Gucci Beauty. There’s also a Playtable that provides access to dry hair styling, make-up demonstrations and experiential product testing, plus the Skincare Station offering bespoke consultations and treatments, and the Click & Collect boutique available from May 6.
From May 17, when indoor dining opens up again, H beauty will also offer The Champagne Bar, a 44-seat space with a “decadent menu of patisserie and cocktails created by Harrods’ famous food and beverage team”.
It’s not an exact replica of the Harrods beauty hall in a regional setting, but the company said it has worked to “emulate the very best of what is offered in the Knightsbridge Beauty Halls”.
Mia Collins, Head of Beauty at Harrods, said: “From new drops and cult buys to the most enduring icons, I’m delighted to bring the magic of Harrods Beauty to Milton Keynes and an even wider audience of UK beauty lovers. Our new store stays true to the H beauty DNA, and with the luxury of a larger space, it is a super-sized and super-fabulous version of what we debuted in Lakeside.”
The opening comes as the beauty sector is expected to resume its upward trajectory now that non-essential stores across most of the UK are allowed to trade with footfall to physical stores having been very strong so far.
It also opens its doors in an exceptionally competitive environment with Next rolling out its own premium Next Beauty & Home format and other dedicated beauty mono-brand and multi-brand stores opening.
But there’s no denying that the Harrods connection is a crucial one, both in terms of its relationship with must-have brands and its awareness levels among premium and luxury consumers.
Annalise Fard, Director of Beauty at Harrods, said the new store is “another significant addition to the UK’s beauty retail landscape”.