Love Brand & Co. to open swimwear pop-up at Harrods

Premium swimwear and resort wear company Love Brand & Co. is opening a 400 sq ft pop-up at Harrods in London's Knightsbridge on 26 November 2023.

If it proves a success, the brand aims to turn the pop-up into a permanent concession in the luxury department store.

The pop-up will carry a curated selection of Love Brand & Co.’s latest collection, which includes printed swimming shorts made from 100% recycled plastics and matching signature printed shirts "ahead of autumn/winter escapes".

Oliver Tomalin, Love Brand & Co. Founder, said: "Like so many children, I grew up in awe of Harrods and when I started the brand (in 2011) having Harrods on board as a retailer was always the goal. I am very proud and excited to be realising what is genuinely a lifelong dream. It really is a huge step for us.

"Harrods defines luxury and only carries products that are first in class. So, it’s as much validating as it is motivating to be among the best brands. We have actually been stocked by Harrods for consecutive seasons since 2020, but it now feels like a fantastic time for the brand to have a dedicated space to tell and extend the Love Brand & Co. story even further.

"People may ask, why is Harrods launching a pop-up with a swimwear brand in the winter? But our customers travel and swim all year round, and this winter season we have an exclusive desert inspired print called ‘Camel Mirage’, which we wanted to launch in our Harrods space at the same time as COP 28 in Dubai this winter."

Love Brand & Co. also partners with various luxury holiday resorts around the world, including Mandarin Oriental Dubai, Peligoni Club in Zakynthos, Greece, Nobu Ibiza Bay, Marbella Club and Carlisle Bay in Antigua. In September 2023, it also launched an exclusive capsule limited edition collection with Carlisle Bay.

The Harrods pop-up will add to the two London stores Love Brand & Co. has at 5 Park Walk in Chelsea, which opened in May 2013, and at 170 Westbourne Grove in Notting Hill, which opened in July 2017.

The 1,247 sq ft Chelsea store, with 200 sq ft garden, is described as "the house of Love Brand & Co. where everything started". In 2024, it will undergo a complete renovation into what will replicate a beach house with a full "Bahamas vibes bar". The store also has a gallery space in which it exhibits artists’ work who share the same ethos.