BW Confidential - Issue #4 - October/December 2010 - (Page 58)

Retail Store concepts Service, exclusivity and niche A roundup of beauty’s innovative new store concepts, merchandising and retail features from around the world Harrods goes for man appeal UK-based department store Harrods is embarking on a string of new initiatives over the next year to expand and differentiate its beauty offer. “We’d like to be one of the biggest beauty halls in the world, if not the biggest and we’ll do this by developing new concepts and new initiatives, which enhance our credibility to be seen as a global beauty expert. It is about seeking exclusives, a point of difference and the wow factor,” notes Harrods general merchandise manager beauty Annalise Quest. One of the new projects is the Gentlemen’s Lounge, which will launch in November, and the retailer describes as “a new haven for grooming and relaxing” and as a place “where men can escape to while their partners shop at the store”. The 1,216ft2 (113m2) lounge offers features intended to appeal to a wide spectrum of customers, and not only those who take a keen interest in their appearance. For example, the area includes a plasma screen that will show sports, has wi-fi for checking email and surfing the web and is home to a bar serving rare whiskies, vintage Champagne and cocktails. The lounge also offers a range of services, including barbering, skin treatments and massage. These services are in addition to an eclectic assortment of fragrance and skincare, including brands such as Alford & Hoff, M Lab, Tom Ford and Robert Piguet. There is also a focus on grooming gadgets, such as Go Smile and Slendertone Face for Men (a Harrods exclusive), which claims to firm and tighten the face. The lounge will launch in one of the oldest parts of Harrods in an area that was formerly The Green Man Pub. For the new space the retailer will retain the original architectural features and old-club school ambience of the former lounge, but add a modern touch. Other developments at Harrods include moving the Beauty Apothecary from its current location to a new space on the ground floor in July 2011. In the second half of next year, The Apothecary will link to a new 4,456ft2 (413m2) color emporium in what is currently the store’s lifestyle beauty hall. October-December 2010 - N°4 - BW Confidential s Harrods’ new men’s concept, Gentlemen’s Lounge, was created to cater to all types of male consumers, and not just grooming aficionados 58

Table of Contents for the Digital Edition of BW Confidential - Issue #4 - October/December 2010

Cover
Comment
Contents
Contents
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- BPI president Rémy Gomez
Insight: fragrance
- Category overview
- Retailing
- Industry viewpoint
- New opportunities
- Launch roundup
Wellness
- Airport Spas
- Spa case studies
Retail
- New store concepts
Travel retail
- Market overview
- Retail strategies
- Interview: World Duty Free & Aldeasa
Show preview
- TFWA World Exhibition
Radar
- Six up-and-coming beauty brands
Market watch: India
- Country overview
- Industry roundtable
- Retailing analysis
Packaging
- Sector outlook
- Sustainability
Last word
- Mintel head beauty consultant Nica Lewis

BW Confidential - Issue #4 - October/December 2010

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