Harrods is moving forward with the rollout of its stand-alone beauty concept with a second location in Buckinghamshire, England, about 50 miles northwest of London. The H Beauty at centre:mk in Milton Keynes is larger than the first store, which opened in September at the Lakeside Shopping Centre in Essex. The store is 29,000 square feet and will offer products and services from more than 90 beauty brands. The location also offers a comprehensive click-and-collect service where customers can order any product at Harrods.com and have it delivered to H Beauty.
Annalise Fard, Director of Beauty at Harrods, commented, “The latest H Beauty opening at centre:mk marks another significant addition to the UK’s beauty retail landscape and I am absolutely delighted to be creating an exciting new destination for our beauty community. As well as opening the most beautiful retail destination, we are so excited to be meeting beauty lovers and experts across the local community and bringing them into the H Beauty family. The new H Beauty store at centre:mk will house an array of luxury brands including Dolce & Gabbana, La Mer and Roja Parfums, as well as fantastic beauty services. At Harrods, we take great pride in knowing our beauty community and using our authority in the beauty space to ensure that the portfolio of brands and products across each H Beauty store are tailored to suit the local customer, and this is reflected at H Beauty center:mk with the array of beauty collections and services.”
Both locations were designed by Virgile + Partners to create a dynamic beauty “playground” presenting brands at their best through the design lens of Harvey Nichols. The H Beauty concept embodies the excitement of Harrods’ iconic Knightsbridge store and demonstrates the confidence that the beauty market has a strong role to play in an emerging retail context and outside the obvious luxury destinations. Carlos Virgile, director at Virgile + Partners, said the interiors are meant to foster H Beauty’s dual spirit of “elegance and casual quirkiness.” He continued, “Throughout the space, customers will feel the modernity of the H Beauty concept transpire.”
H Beauty stores have been developed with the local beauty community in mind, and a merchandise assortment that is not dictated by price point but rather inclusivity and self-expression, which are at the heart of H Beauty’s ethos. The creation of a playground creates a lighter environment providing new context for premium beauty that is more social and interactive, removing the constructs of traditional department stores. Exclusive boutiques are mixed with independent innovative brands, while make-up play tables, blow-dry services, fragrances, and mask bars create animation opportunities for brands and immersive opportunities for consumers.
Mia Collins, Head of Beauty at Harrods, shared, “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! Whilst our new store features iconic signatures such as Hari (our famous H Beauty bear), a fantastic Champagne Bar and Playtable, it also offers a variety of new concepts and even more beauty-related experiences than before that will inspire and delight our customers as we seek to bring the ‘essence’ of Harrods Beauty to the area. I can’t wait to share a full line-up of exclusive and up-and-coming brands & products with the local community, unlocking the opportunity to enjoy a variety of vibrant and dynamic brands that aren’t available anywhere else in Milton Keynes.”
Harrods is confident about the concept; there are more H Beauty stores in the pipeline, although there are no confirmed locations or timing.
