Harrods relaunches own-brand collections in celebration of 175th anniversary
Iconic luxury British retailer Harrods has announced a relaunch of its own-brand collections as it continues to celebrate its 175th anniversary this year.
The new Harrods collection focuses on "timeless style, innovative detail and exceptional quality", with July 2024 seeing the launch of luxury stationery and accessories – in-store and online.
There’s also a bespoke in-store space for the own label launches throughout 2024 and 2025, housed on Harrods lower ground floor.
The first own-brand collection showcases a new line of bags and small accessories through to gift items such as quality leather-bound notebooks and handcrafted paper items.
Many products in the range pay homage to the iconic aspects of Harrods’ heritage and creativity, such as "thoughtful details" that feature the Harrods logo and architectural features of the Knightsbridge store.
The new lines also feature suppliers, materials and artisans that proudly work with the world’s finest luxury brands.
From autumn 2024, cashmere and nightwear will take the lead for the next own-brand lines.
As well as quality staples, Harrods’ Christmas gifts, decorations and feasting favourites "will also signal the start of the festive season" - revamped and reimagined alongside the launches of Harrods’ own-brand products.
Michael Ward, Managing Director of Harrods, said: "The Harrods name stands for the highest standards of luxury, and Harrods own-brand products are a reflection and representation of these standards. Whether buying the finest tea as a gift, or a Harrods bag as an everyday luxury, our own-brand items need to stand for the same standards that we expect of every other brand in-store.
"Every element of these new lines, with a focus on quality of materials, design, and creativity, has been considered through a luxury lens. From the sourcing of cashmere from local British producers to designing personalised leather embossed stationery, Harrods reflects the care and consideration that our brand delivers to its customers across its entire portfolio."
As well as a renewed focus on quality and brand alignment, the new Harrods lines have been designed with a commitment to sustainable sourcing. By 2030, all products bearing Harrods in-house brand will meet Harrods Responsible Sourcing Standards, which include supply chain transparency.
Throughout 2024, Harrods is celebrating 175 years in a year-long anniversary campaign, with "meaningful partnerships", world-wide exclusive products, and celebratory experiences.
With Harrods own-brand, the anniversary celebrations are being toasted through gifts, food and drink. The iconic Harrods bears have been reimagined for the anniversary, created in celebration with some of the world’s most sought-after luxury brands, including Burberry, Bulgari, Valentino and Charlotte Tilbury.
Opening as a tea merchant in Knightsbridge in 1849, Harrods is also celebrating its history with a unique blend of teas, including creations that "celebrate the past, the present and the future of Harrods".
