Harrods targets online growth with Farfetch partnership

Harrods plans "to create a state-of-the-art global online destination for the iconic department store’s customer base" in partnership with global fashion platform Farfetch.

The pair announced a partnership this morning that will see Farfetch's Black & White division provide e-commerce management, operations support, international logistics support, and technical support to Harrods, which would continue to operate and manage its website.

Harrods managing director Michael Ward said: “Harrods has been providing customers with the highest levels of service for over 170 years, and has invested relentlessly in delivering this service-level across every touch point of the business. Partnering with Farfetch Black & White Solutions allows Harrods to work with the market-leader in e-commerce technology to deliver a seamless service online, which will continue to feel instantly and unmistakably Harrods. Our shared objective with Farfetch Black & White Solutions is to ensure that Harrods digital customers receive the same exemplary service as those who visit us in-store.”

Farfetch founder, CEO and co-chair Jose Neves added: "Harrods is famous for its exemplary approach to customer service and ‘art of the possible’ philosophy. Achieving the highest level of customer service in a digital world can be difficult, which is why Harrods has chosen to partner with Farfetch Black & White Solutions. Our experience of building platform technology for luxury brands means that Harrods’ online offer will be every bit as exciting as the in-store experience."

Kelly Kowal, managing director Farfetch Black & White Solutions, which provides e-commerce support for brands including Manolo Blahnik, Christopher Kane and Thom Browne added: "Harrods has a global customer base, fantastic product offering, and exceptional services such as its loyalty programme. We will leverage all of our experience in managing technical and logistical complexity for luxury brand partners to deliver everything required to achieve the best digital luxury experience for Harrods’ customers."